Maker's Mark's Limited-Edition Bourbon Bottles Have Sweaters to Match
Laura McQuarrie — December 9, 2022 — Marketing
References: makersmark & prnewswire
Maker's Mark released a series of festive limited-edition bourbon bottles that look like they're dressed up in holiday sweaters.
Fans of the brand can coordinate with the limited-edition Maker's Mark holiday bottles thanks to a line of bespoke sweaters Maker's Mark created with global knitwear brand The Endery. The handcrafted sweaters take cues from vintage pattern books and they make the most of deadstock materials like alpaca wool yarn that has was discarded or recycled and would have otherwise gone to waste. The uniqueness of each sweater recalls similar features of Maker's Mark packaging, like the red wax dip capping each bottle.
The sales of each $250 sweater will help to directly support The Endery's workers in Peru, all the while championing slow fashion and celebrating the season of giving.
Fans of the brand can coordinate with the limited-edition Maker's Mark holiday bottles thanks to a line of bespoke sweaters Maker's Mark created with global knitwear brand The Endery. The handcrafted sweaters take cues from vintage pattern books and they make the most of deadstock materials like alpaca wool yarn that has was discarded or recycled and would have otherwise gone to waste. The uniqueness of each sweater recalls similar features of Maker's Mark packaging, like the red wax dip capping each bottle.
The sales of each $250 sweater will help to directly support The Endery's workers in Peru, all the while championing slow fashion and celebrating the season of giving.
Trend Themes
1. Festive Bottle Designs - There is room for limited-edition festive designs for alcoholic beverages that can compete in the market and draw attention to the products through novelty.
2. Sustainability in Fashion Industry - The upcycling of discarded materials for bespoke clothing creates a sustainable product line, which serves to reduce the materials waste and also make for unique selling points.
3. Charitable Consumerism - Limited-edition liquor bottles that raise funds for charitable causes are popular with consumers who prioritize social responsibility.
Industry Implications
1. Alcoholic Beverage Industry - Limited-edition alcoholic bottles with festive designs can improve sales and generate seasonal brand loyalty among consumers.
2. Fashion Industry - Sustainability in fashion can spark niche product lines that tap market gaps for ecological fashion products that create a distinct brand reputation.
3. Non-profit Industry - Collaborations between non-profit organisations and companies for charitable causes can create social impact, draw consumer purchase intention, and generate brand publicity.
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