Maker's Mark Teams With Lucien Laviscount on UK Campaign

Maker's Mark has launched a collaboration with British actor Lucien Laviscount centered on a short film encouraging consumers to prioritize quality moments and craft cocktails. The campaign reflects shifting consumer behavior in the UK on-premise market, where quality-focused dining and drinking experiences continue to drive traffic despite broader economic pressures.

The campaign targets a specific consumer insight: UK consumers are becoming more selective about nights out but spending more per occasion. Data cited by the brand shows 20% of consumers are spending more per month on eating and drinking out compared to 2024—a trend driven partly by a desire to celebrate and treat themselves.

The Creative Execution

Filmed at the newly opened Hawksmoor location in St Pancras, London, the short film positions Laviscount reflecting on everyday shortcuts before raising a Maker's Mark Old Fashioned as a counterpoint to compromise. The video launches on Laviscount's Instagram and will roll out across social channels.

"There's something special about going to a great bar, being with good company and taking a moment to enjoy it properly," Laviscount said. "We compromise on little things all day, so when you do get that moment to stop, you want it to feel like it's all worth it. For me, a Maker's Mark Old Fashioned is exactly that: simple ingredients, done properly, with real character."

Rob Samuels, managing director for Maker's Mark and eighth-generation whisky maker, added: "Our family legacy is simple: we don't compromise on the details. My grandparents set that standard seventy years ago, and we still honour it today by rotating our barrels by hand, ageing our whisky strictly to taste, and hand-dipping every single bottle in that red wax. Lucien really understands that mindset. He values things done the right way, without shortcuts—whether that's making time for the people who matter most or taking the care to craft a proper Maker's Mark Old Fashioned."

On-Trade Activation

To extend the campaign beyond social media, Maker's Mark has partnered with Hawksmoor to feature a custom summer cocktail called "Kentucky River"—Maker's Mark bourbon with white cacao, peach, and a lemon twist. The drink will be available across Hawksmoor's eleven locations in London, Liverpool, Manchester, and Edinburgh throughout June, aligning with Father's Day gifting occasions.

The classic Old Fashioned recipe promoted in the campaign calls for 50ml Maker's Mark, 5ml sugar syrup, two dashes Angostura bitters, and an orange peel twist served over a large block of ice.

Recipe: Maker's Mark Old Fashioned

Ingredients:
- 50ml Maker's Mark Kentucky Straight Bourbon
- 5ml Sugar Syrup
- 2 Dashes Angostura Bitters
- Orange peel twist and large block-cube of ice

Method:
Add 50ml Maker's Mark to a mixing glass with ice, followed by two dashes of bitters and a touch of sugar syrup. Stir until chilled, then strain into a rocks glass over fresh ice. Finish with an orange peel twist.

Why It Matters

For bar operators, the campaign underscores a broader market opportunity: UK consumers are willing to spend more on quality experiences and craft cocktails, particularly for special occasions. Hawksmoor's participation validates the premium positioning of both the brand and the venue. The use of a recognizable on-screen talent signals a mainstream push to drive traffic, while the seasonal activation tied to Father's Day provides a specific promotional hook for retailers and venues stocking the spirit.

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Written by FBM Publications Editors