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Bill Samuels Meet & Greet! Plus preview, Maker’s Mark Twin Liquors Barrel Select – Hancock

March 23, 2017 @ 4:00 pm - 5:30 pm

| Free


What: Bill Samuels Meet & Greet! Plus preview, Maker’s Mark Twin Liquors Barrel Select

Come meet Bill Samuels, the man responsible for making Maker’s a household name. We at Twin have known him a long time and are very excited to welcome him back to Austin.

Taste the Maker’s Mark Twin Liquors Barrel select, take some pictures or just come by and say hi!

When: Thursday March 23rd 4-5:30pm

Where: Twin Liquors Hancock

RSVP to store7@twinliquors.com and bring friends.


Growing up on Distiller’s Row in Bardstown, Kentucky – son of Maker’s Mark Founder Bill Samuels, Sr. and godson of Jim Beam – Bill Samuels, Jr. has been an eyewitness to many milestones in bourbon history and has made history himself. A legend in the bourbon business, the seventh generation distiller has been hailed as many things: a maverick, one of the last true bourbon barons, a marketing genius, a visionary and the best friend the Kentucky bourbon industry has ever had. Bill’s father forever changed the bourbon industry when he introduced Maker’s Mark, the first ever premium bourbon, in 1953. The Samuels family had actually been making whisky in the United States since 1784, but the family recipe tasted so harsh it could blow peoples’ ears off. Tired of drinking whisky that burned on the way down, Bill Sr. was inspired to create smooth tasting sipping bourbon. And so, in dramatic fashion, he gathered around his wife and kids in their living room and burned up the 170-year-old family whisky recipe (singeing some of his daughter’s hair in the process).

Before Bill’s father would let him near the whiskey, he put him in charge of marketing, which turned out to be a very wise decision. Bill’s approach to advertising for the brand followed no conventional marketing wisdom because he decided he would rather be different than right. That touch of rebelliousness led to very successful advertising campaigns, and today Maker’s Mark ads are still written with the “voice” Bill created for the brand. Bill, Sr. eventually let his son take responsibility for making the whisky, and in the mid-1970s Bill, Jr. assumed leadership of Maker’s Mark. When he did, his father had a stern but simple piece of advice for him: “Don’t screw up the whisky.” Despite the labor-intensive, largely inefficient methods used to handcraft Maker’s Mark, Bill heeded his father’s advice and stubbornly stuck with every step in the process his father perfected, even as the brand – and demand – grew exponentially over the years.

This event is free and open to the public. Must be 21+.


March 23, 2017
4:00 pm - 5:30 pm
Event Category:


Twin Liquors Marketplace Hancock Center
(512) 451-7400


Twin Liquors Marketplace Hancock Center
1000 E. 41st Street, Suite 810 Austin, TX 78751 United States + Google Map
(512) 451-7400