Maker’s Mark announced it will bring the spirit of its homeplace in Loretto, Ky., to New York City with an immersive holiday experience. Located in Union Square Park, the Maker’s Mark Winter Wheat Wonderland pop-up will be open to legal drinking age bourbon lovers, December 11-22, by reservation only. 

“True to our founders’ vision and our pursuit of handcrafted excellence, we’re thrilled to bring the spirit of Star Hill Farm, homeplace of the Maker’s Mark Distillery, to New York City for the holidays,” Rob Samuels, eighth generation whisky maker and Managing Director of Maker’s Mark, said in a news release.  “Since my grandparents, Margie and Bill Samuels Sr., created Maker’s Mark over 70 years ago, we have built the brand in unconventional ways that resonate with bourbon enthusiasts across the country and around the world, and this pop-up will be no exception.”  

The festive twelve-day pop-up will evoke the spirit of the holidays in a distinctive Maker’s Mark way. Enchanting displays of wheat fields will welcome guests, featuring holiday-themed projections of Star Hill Farm, home of the Maker’s Mark Distillery. Visitors will have the chance to engage with Maker’s Mark brand experiences, including Maker’s Mark glassware dipped in the brand’s iconic red wax, and personalizing custom holiday labels as gifts for friends and family.

The Maker’s Mark Winter Wheat Wonderland pop-up will include a full Maker’s Mark bar, lounge, and tasting library, offering seasonal cocktails and a range of Maker’s Mark expressions, including Maker’s Mark 46, Maker’s Mark 101, and the 2024 releases of Wood Finishing Series and Cellar Aged. The immersive space will also feature a general store concept with Maker’s Mark glassware, holiday ornaments, lapel pins, and calligraphed labels. 

“Whether you enjoy it neat, on the rocks or in a cocktail, Maker’s Mark is the best bourbon for sharing special moments throughout the holiday season, and we’re delighted to celebrate that festive spirit for consumers at our pop-up in New York beginning next week,” Regan Clarke, U.S. Vice President of American Whiskey Brands, Suntory Global Spirits, said. 

On opening night, Wednesday, December 11, Maker’s Mark will welcome guests with holiday carollers and renowned bartender and friend of the brand Colin P. Field behind the bar. For the first night only, Field will create a bespoke cocktail program, aptly named “Le 46” to celebrate Maker’s Mark 46, which is aged with specially seared French oak staves, giving it bold notes of caramel and vanilla and a balanced complexity. 

Throughout the twelve days, guests can expect additional experiences, including special guest appearances by the New York Knicks, and more. 

Maker’s Mark kicked off the season with a new holiday commercial, celebrating the bourbon as the perfect handmade gift. Throughout the holidays, consumers can visit https://www.makersmark.com/en-us/holiday-gifting for festive cocktail recipes, holiday playlists, and to personalize Maker’s Mark labels for friends and family gifting.  

For more information and to make reservations to attend the Maker’s Mark Winter Wheat Wonderland pop-up in New York, please visit www.MakersMark.com/holiday. 

Read more: Maker’s Mark, Bam Adebayo Launch Custom Whiskey Blend

ABOUT MAKER’S MARK 

Maker’s Mark began with the innovative spirit of Margie and Bill Samuels, Sr., who in 1953, fulfilled their dream to create a delicious bourbon without the bite, using soft red winter wheat instead of rye to enhance the softness, sweetness and signature creaminess. Maker’s Mark is handmade, hand-dipped in our signature red wax, and every barrel continues to be rotated by hand and is aged to taste. For more information, visit www.makersmark.com.