The truth is, nothing great ever happens without someone being unreasonable. Maker’s Mark has a long, storied history of bucking tradition in the pursuit of a more enjoyable bourbon — no matter what the rest of the world thinks. They burned their old family recipe. They still hand dip every bottle in their iconic red wax. They still hand turn every barrel in the warehouse to achieve perfect aging temperatures. Because to them, it doesn’t have to make perfect sense. It just has to make perfect bourbon.

Maker's Mark
Perfectly Unreasonable

A man with a large block of ice strapped to his back hiking a mountain.
Passion makes you do crazy things. Sometimes that thing is better bourbon.

This campaign celebrates the unreasonable lengths that bourbon lovers—and bourbon makers — will go in order to enjoy the perfect drink.

Have high standards. And then drink them.