Maker's Mark 2026 · State Series TX + PA
Project Overview · 2026
Catana Consulting LLC  ·  April 2026
Maker's Mark
State Series Texas & Pennsylvania

A 2026 limited-edition whisky program celebrating the distinct character of two states — crafted in collaboration with local tastemakers who shape the taste vision. Consumer-facing creative development, KV production, and full digital rollout across TX and PA.

2
States
2
Phases
$10.2k
Total Est.
01 — Project Overview
The Ask: drive local relevance,
elevate the brand.
Background

With the overall objective of transcending the American Whisky category to become a top 10 premium+ spirit in value globally, Maker's Mark is launching the State Series in Pennsylvania and Texas in 2026. This collection of bespoke offerings will celebrate the unique character of each state — each with a distinct flavor profile crafted in close collaboration with influential local figures who embody the taste and culture of their home state.

Key Creative Considerations
Hierarchy: Maker's Mark logo → Pack showcase → Lead "for us, by us" narrative → Tastemakers + state flavor hints
Drive local relevance and create genuine community connection
Communicate exclusivity — state-only availability as a premium signal
Drive distinctiveness while elevating premium cues for Maker's Mark
Cohesive look & feel across both states — one system, two expressions
02 — The Products
Two states. Two expressions.
One vision.
Maker's Mark × Texas · US118401
Texas
Handmade for Texas, by Texans

A limited-edition whisky celebrating Texas's unique flavors and culture — co-crafted with local partners to truly capture the essence of the Lone Star State. Sold exclusively in Texas.

Tastemakers
Travis Weaver — culinary & design entrepreneur
Mariell Guzman — muralist & visual artist
Veronica Ume-Ezeoke — culinary artistry & southern tradition
Flavor Profile
Warm and expansive as the big country itself — bright citrus, dried tobacco, and toasted pecans.
750mL / $60Retail
100.60 proof50.28% ABV
TX onlyExclusive market
Maker's Mark × Pennsylvania · US118206
Pennsylvania
Handmade for Pennsylvania, by Pennsylvanians

A limited-edition whisky celebrating Pennsylvania's unique flavors and culture — co-crafted with local partners to capture the essence of the Keystone State. Sold exclusively in Pennsylvania.

Tastemakers
Alloyius Mcilwane — multimedia artist
Christa Barfield — farmer & community advocate
Ana Kelly — food, culture & culinary traditions
Flavor Profile
Deep and viscous as the Keystone State itself — caramelized sweetness, tart cherries, and bold spice.
750mL / $60Retail
100 proof50.02% ABV
PA onlyExclusive market
03 — Scope of Work
Two phases. Full-funnel
creative coverage.
Phase 01
Core BTL Creative Development
$7,200Per phase
Consumer-Facing Message Development
Compelling headline + romance copy — per state
H/V Master Visual Development + Execution
Horizontal and vertical KV options — per state
Final BTL Asset Buildout
Case card · Poster (18×24) · Shelf talker — per state
State Stamp PNG
For local team POS use — per state
Phase 02
ATL Digital Extension Rollout
$3,000Per phase
ePOS Adaptations
Digital point-of-sale format suite
Organic Social Adaptations
Story + in-feed sizes — per state
Paid Media Assets
Display and digital ad suite
Landing Page Banner
Adaptation for state landing pages
CRM Banner
Ambassador email adaptation
04 — Project Timeline
Kick-off to in-field:
~5 months.
w/o 3/30
Kick-off
Align on brief, creative direction, and state priorities
w/o 4/13
Round 1 Presentation
Consumer messaging + initial KV concepts — TX & PA
4/20
R1 Feedback Due
Client consolidated feedback on messaging + concepts
w/o 4/27
Round 2 Presentation
Refined KV + initial asset extensions
5/4
R2 Feedback Due
Inclusive of GBH (Global Brand House) review
w/o 5/11
R3 — Final Creative
Finished KV + full asset suite for both states
TBD
Legal / GBH Approvals
Legal review and Global Brand House sign-off
5/15
Submit to Brand Manager
Final files uploaded — allow ~10 days for BM processing
6/1
BM Uploads Complete
Brand manager upload confirmation
9/1
In-Field
Assets live across Texas and Pennsylvania markets
05 — Estimate
Investment summary
Estimate CC009
ID
CC009
Issued
04/15/2026
Bill To
Maker's Mark · US CM/Brand
Contact
billing@catanaco.com · +1 (661) 772-7333
Payment Terms
Net-15 Upon Invoice
Description
Qty
Rate
Amount
State Series 2026 TX/PA — Phase 1
Core BTL Creative Development · Consumer message dev · H/V master KV per state · Asset buildout (case card, poster, shelf talker) · State stamp PNG per state
QTY1
RATE$7,200
AMT$7,200.00
MM 26 State Series TX/PA — Phase 2
ATL Digital Extension Rollout · ePOS adaptations · Organic social (story + in-feed) · Paid media assets · Landing page banner · CRM banner for Ambassador emails
QTY1
RATE$3,000
AMT$3,000.00
Total
$10,200.00
Estimate Assumptions
Approved master creative will serve as the foundation for downstream Phase 2 rollout assets.
Estimate reflects the current brief and known deliverables for TX + PA. Any material expansion in scope or additional deliverables can be quoted separately.
Tastemaker names and any additional state-specific content to be provided by brand team prior to final asset production.