The push is part of a £1.5 million investment in the Bourbon brand this year, which aims to emphasise its “playful nature” and hand-crafted qualities.
Outdoor ads will appear around Shoreditch and in Liverpool Street Underground station, and consumer sampling will also take place at Liverpool Street’s overland station.
Art galleries in the Shoreditch area, including Whitechapel Gallery, 20 Hoxton Square Project and those involved with Time Out magazine’s First Thursdays initiative, will be sampling Maker’s Mark until July, and off-trade sampling will take place at selected retailers.
Local artists will also be invited to create Maker’s Mark art, using the brand’s signature red wax as inspiration.
Maxxium UK brand manager Lee Walker said: “Maxxium UK has recognised huge potential to grow Maker’s Mark so we are investing in the most significant campaign ever launched for the brand in the UK.
“By investing heavily in such a high-impact, visual campaign, and by working with local artists, we will reach our target audience of creative, discerning consumers.” Walker added that if the campaign is successful it will be rolled out to other locations across the UK over the coming year.