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TOBACCO BUSINESS
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About a month ago, I realized that I hadn’t
smoked a Macanudo in many years. When I
finally smoked one, I was quite impressed. I
also hadn’t had Maker’s Mark in several years,
and when I cracked open a bottle a few nights
ago, it kind of surprised me as well. It’s a solid
whiskey. I see Maker’s Mark as what we in the
cigar industry would call a heritage brand. It’s
just like Romeo, H. Upmann or Macanudo—
one of those brands that have been around for
a long time. It’s very iconic, and it’s very easy
to spot on the shelf—a brand you don’t need to
recommend; it sells itself.
Retailers tend to ignore heritage brands
because they do sell themselves—but you can’t
and shouldn’t ignore them. As much as we love
boutique cigars, they aren’t the brands that
pay the bills. Heritage brands are what keep
the lights on; and Maker’s Mark, though it’s
a bourbon, falls into that same category, as do
established cigar brands like the H. Upmann
and Macanudo. Remember, you’re not selling a
necessity with whiskey or cigars. You don’t
need
either of them to live your life; you
want
them
to live your life. It’s all about the lifestyle and
about relaxation. You’re selling the idea that at
the end of the day you’re going to sit out on
the patio and have that cigar, have that glass of
whiskey and reflect on the day, taking it all in as
you try to unwind. They just go hand in hand.
Maker’s Mark is a wheated bourbon. Wheat-
ed bourbons have a higher wheat content in
the grain used in the distillation process. The
more wheat you add, the softer and sweeter the
bourbon turns out. It makes it more palatable
for someone who doesn’t like a harsher whis-
key. As a wheated bourbon, Maker’s Mark is
going to be a lot softer and a little bit sweeter
but still a really good quality, easy drink. It’s one
of those whiskies that somebody who drinks a
lot of whiskey will certainly appreciate, but
that, at the same time, will be a good entry-level
bourbon for someone just getting into bourbon.
Maker’s Mark, since it is a little bit lighter and
refreshing, makes a very good Manhattan.
Heritage Brands
Continued