Suntory Global Spirits has partnered with DFS Group to create a high-profile experiential activation space at Terminal 4 at New York’s John F. Kennedy International Airport to showcase Maker’s Mark, the iconic Kentucky Bourbon.
Travel Markets Insider joined executives from Suntory, DFS, and terminal operator JFKIAT at the ribbon-cutting, officially opening the eye-catching pop-up.
As the busiest airport in North America for international travel, JFK is the perfect showcase to highlight the company’s commitment to travel retail, says the company.
Maker’s Mark’s limited-edition Wood Finishing City Series New York expression is available exclusively at the JFK Terminal 4 activation.
To celebrate the launch of the expression, Maker’s Mark has created a large-scale activation for travelers passing through JFK Terminal 4, which is open from April through September 2025. Designed to pique the interest of whisky enthusiasts in an unconventional way, the pop-up will engage visitors with Maker’s Mark brand experiences and showcase a range of Maker’s Mark expressions, including Maker’s Mark 46, Maker’s Mark 101, and the 2024 release of Cellar Aged. During peak travel times, Maker’s Mark will serve its signature Gold Rush cocktail – available for Legal Drinking Age (LDA)-compliant travelers. To further elevate the shopping experience, with a qualifying purchase, travelers will receive a branded gift with purchase from a selection including a duffel bag and screen-printed NYC tote bag.
“Engaging retail experiences like this reinforce how Maker’s Mark is unique in its uncompromising commitment to excellent bourbon, as well as the personal and unconventional ways we communicate to consumers,” said Chloe Lloyd-Jones, Vice President, Global Marketing, Maker’s Mark.
Ashish Gandham, Managing Director, Global Travel Retail (GTR) continued: “We’re excited to unlock new opportunities that bring our Suntory Global Spirits brands to life, including Maker’s Mark, and engaging new whisky drinkers and travelers from around the world.”
The prominent T4 location underpins the sense of place for this limited-edition release. Designed to drive footfall, conversion and trade-up, the pop-up features eye-catching visuals at the entrance, highlighting the Wood Finishing City Series New York expression and its exclusivity to JFK.
Daniel Licari, Senior Director of Merchandising, DFS Group, remarked: “The Maker’s Mark shop-in-shop embodies the strength and vision of our partnership with Suntory Global Spirits. With the continued growth of premium American whiskey, we’re excited to showcase Maker’s Mark and the in-store exclusive Maker’s Mark Wood Finishing City Series – New York expression. We are grateful to Ashish Gandham, Managing Director GTR, and the Suntory team for their trust and collaboration as we embark on this journey together at JFK Airport T4.”
The Maker’s Mark Wood Finishing City Series is a GTR-exclusive collection that captures the unique character of some of the world’s most dynamic cities including Sydney, Frankfurt and Singapore. The series is an extension of the brand’s beloved Wood Finishing Series, which uses an innovative wood stave-finishing technique to enhance distinctive characteristics already present in Maker’s Mark Classic.
“This City Series presents a Maker’s Mark expression that’s both bold and inviting,” said Beth Buckner, lead blender, Maker’s Mark. “Dark chocolate and warm baking spices create a complex profile that has character and leaves a lasting impression – much like the people, cocktails and culinary scene in New York City.”
The Wood Finishing City Series New York expression is bottled at cask strength and features layers of oak, spice and dark chocolate, with a long, rich finish.
Read an exclusive interview with Nathan Ellingson, Suntory Regional Director Americas GTR here.
