The push is part of a £1.5 million investment in the Bourbon brand this year, which aims to emphasise its ďplayful natureĒ 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 Streetís overland station.
Art galleries in the Shoreditch area, including Whitechapel Gallery, 20 Hoxton Square Project and those involved with Time Out magazineís First Thursdays initiative, will be sampling Makerís Mark until July, and off-trade sampling will take place at selected retailers.
Local artists will also be invited to create Makerís Mark art, using the brandís signature red wax as inspiration.
Maxxium UK brand manager Lee Walker said: ďMaxxium UK has recognised huge potential to grow Makerís Mark so we are investing in the most significant campaign ever launched for the brand in the UK.
ďBy 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.Ē Walker added that if the campaign is successful it will be rolled out to other locations across the UK over the coming year.