Huckelbridge, Dane. Bourbon: A History of the American Spirit. New York: William Morrow, 2014.
Maker’s Mark used limited scale, distinctive packaging, airline placement, inefficiency-as-craft, and premium comparison to European spirits to make bourbon aspirational during category decline.
Dane Huckelbridge, Bourbon: A History of the American Spirit (New York: William Morrow, 2014), PDF sheets 217–221.
Dane Huckelbridge, Bourbon: A History of the American Spirit (New York: William Morrow, 2014), PDF sheets 217–221.
PDF sheet 221
PDF sheet 217
Huckelbridge, Bourbon, PDF sheets 217–221.
Chapter 9 — Maker’s Mark
2026-09-29: fresh supplied-copy review covered all 320 sheets and 87 enlarged visuals. This entry is checked for fidelity to the cited passage, not independent truth. Copy lacks at least endnotes 39–56; earlier complete-source wording is superseded. Preserve persuasion and aspiration as marketing devices; the premium advertisement does not prove price causes quality. Expand Margie Samuels's contribution using appropriate sources.
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