Maker’s Mark is launching a new ad campaign titled “Perfectly Unreasonable,” which debuted during NBC’s “Saturday Night Live” 50th Anniversary Special. This campaign is set to roll out nationally and in select international markets throughout 2025. It includes a 60-second main advertisement along with shorter versions for various media platforms—digital, television, and streaming services.

In the advertisement, viewers follow a man who travels through a winter landscape, collecting ice from a frozen lake. The narrative culminates at his home where he uses the ice to chill a glass of Maker’s Mark bourbon. The voiceover captures the essence of the campaign, stating, “We’re all unreasonable about something. For us, it’s creating an uncompromisingly delicious bourbon.”

This marks Maker’s Mark’s first significant marketing initiative since their 2023 campaign, “Make Your Mark.” Despite its establishment in 1953, the brand only began national advertising over a decade ago in 2011. Rob Samuels, managing director and grandson of the co-founder, acknowledges that while his grandfather had reservations about conventional advertising, storytelling through these ads aligns with the brand’s vision.

The campaign reflects Maker’s Mark’s commitment to quality and distinctive practices, such as achieving third-party regenerative agricultural verification and B Corp Certification. Samuels emphasizes the importance of tradition, mentioning that every bottle continues to be hand-dipped in red wax, a signature method envisioned by Margie Samuels, Rob’s grandmother.

As sales of American whiskey have recently declined—dropping 1.8% to $5.2 billion in 2024—Maker’s Mark is focusing on revamping its advertising strategy to connect with consumers. Chloe Lloyd-Jones, global brand marketing VP, mentions that the campaign’s focus on the outdoors aims to resonate with consumers who are now more discerning about their choices.

Overall, while the American whiskey market experiences challenges, Maker’s Mark remains optimistic about its future, confident that consumers are increasingly prioritizing quality over quantity in their drinking experiences.

The Wine & Spirits Wholesalers of America has announced the results of its 2025 Wine & Spirits Tasting Competition, highlighting three outstanding vodkas, with Hetman Elite taking the title of Best in Show Vodka. This recognition allows Hetman Elite to advance to the prestigious San Francisco World Spirits Competition. In a conversation with Sam Lerman, CEO of Spyrt Worldwide, he discussed how his Ukrainian vodka company plays a significant role in aiding the nation amid its conflict with Russia.

Lerman transitioned to the beverage industry following a military career, prompted by his experiences during the Russian invasion of Ukraine. In 2022, he volunteered as a military advisor to Ukraine and, during his time in a Ukrainian safe house, he developed a strong affinity for local vodka, particularly Hetman Vodka. His frustration with the limited availability of these products in the U.S. led him and his partners—a retired Marine and a Ukrainian veteran—to establish SPYRT Worldwide to import Ukrainian vodka.

Spyrt Worldwide commits much of its profits to fund demining operations in Ukraine. These efforts are crucial, as Russian forces often leave behind explosive hazards, posing significant risks to civilians in liberated areas. Lerman partners with Invictus Global Response, a nonprofit organization staffed by U.S. military veterans specializing in explosive ordnance disposal. They conduct demining operations and provide training to local organizations, as thousands of civilians have already suffered from landmine incidents since the onset of the war.

The vodka brands represented by Spyrt, such as Hetman and Ukrainian Spirit, are distinguished by their quality, which has been recognized in international competitions. They blend traditional production methods with modern techniques, using excellent artesian water for distillation. Hetman Vodka, for instance, has its water sourced from the Carpathian Mountains and is praised for its smoothness and exceptional taste.

Looking ahead, Lerman aims to expand distribution across the U.S. and promote Ukrainian vodka, utilizing the concept of "Wine and Spirits Diplomacy" to support Ukraine’s economy. He hopes that by introducing these exceptional vodka products to American consumers, they can contribute to both economic recovery and humanitarian efforts in Ukraine, embodying a commitment to demining the country, one vodka shot at a time.

Finalists of the 2025 Wine & Spirits Tasting Competition:

1. Hetman Elite Vodka

   • ABV: 40%
   • Price: $35
   • Known for its smooth and complex flavor profile, Hetman Elite is distilled multiple times for purity and uses corn and water from the Carpathian mountains.

2. Ukrainian Spirit Vodka

   • ABV: 40%
   • Price: $25
   • Offers a clean and crisp taste with notes of cereal, vanilla, and subtle spice, delivering a refreshing finish.

3. Utopia Vodka

   • ABV: 40%
   • Price: $18
   • A premium American vodka, crafted from corn and wheat, noted for its smoothness and versatility in cocktails.

For more information on these vodkas, visit Spyrt Worldwide and Ukrainian Spirit.

This month’s prose poem was crafted by Katy Derks, a middle school student who participated in the Elk Rapids Elders Project. She interviewed community elder Adam Schuler and captured the essence of his experiences. The poem relays the historical practice of gathering ice blocks during winter for summer cooling before the advent of modern appliances. Tragically, the lakes in the northern regions are scattered with horse bones from similar incidents that didn’t end well.

Terry Wooten, a poet and bard, has been engaging in performances and writing workshops in schools for over 30 years. He is also the mastermind behind Stone Circle, a remarkable installation featuring poetry, storytelling, and music, situated on his property north of Elk Rapids. More details can be found at Terry Wooten’s website.

Stratos Wealth Partners LTD. has acquired 14,032 shares in Rumble Inc. (NASDAQ:RUM), as reported during the fourth quarter, with the position valued at around $183,000. This investment marks part of a broader trend as several hedge funds have been adjusting their stakes in Rumble. For instance, Geode Capital Management increased its position by 14.5%, now holding over 1 million shares valued at approximately $5.55 million, while other firms like MML Investors Services and Janus Henderson Group have also initiated or increased their investments in the company.

As of the latest reports, Rumble’s stock (NASDAQ:RUM) opened at $11.52, with its 52-week range fluctuating between $4.92 and $17.40. The company has an average market capitalization of $4.49 billion and a price-to-earnings ratio of -18.29.

Recently, Rumble disclosed its quarterly earnings, reporting a loss of $0.15 per share, which fell short of the consensus estimate of $0.13. Their revenue was $25.06 million, also below the expected $29.25 million. Analysts predict a continued negative earnings trend for the current fiscal year, forecasting an EPS of -0.62.

On the insider trading front, director Robert Arsov sold nearly 30,000 shares on December 2nd, while CFO Brandon Alexandroff sold over 6 million shares earlier in February, reducing their ownership stakes significantly. Corporate insiders collectively own 70.1% of Rumble’s shares.

Analyst opinion on Rumble varies, with Wedbush maintaining a "neutral" rating and a target price of $8, while Maxim Group has a "buy" rating with a target set at $20.

For more information on Rumble Inc., you can visit their NASDAQ profile.

V.I. Delegate to Congress Stacey Plaskett and Congressman Ron Estes have put forth bipartisan legislation aimed at restoring the rum cover-over rate, a vital source of revenue for the U.S. Virgin Islands (USVI) and Puerto Rico. This legislation seeks to reinstate the rum cover-over rate to $13.25 per proof gallon, retroactively effective from 2022 and lasting through 2032, which will provide essential funding for economic development and government services in the territories.

The rum cover-over program allows both territories to receive funds from federal excise taxes on distilled spirits produced locally and imported into the mainland U.S. After the aftermath of Hurricanes Irma and Maria, Congress temporarily increased the cover-over rate from $10.50 to $13.25 per proof gallon as part of the Bipartisan Budget Act of 2018. However, this increase expired in December 2021, motivating the introduction of the new legislation.

Ms. Plaskett emphasized the importance of the cover-over program, stating, “These funds, which represent nearly 25% of the Virgin Islands Government’s annual budget, are critical for stabilizing the government employees’ pension program, supporting infrastructure projects, and attracting investments to diversify the economy beyond tourism.”

The bipartisan support for the bill is noteworthy, with Plaskett expressing gratitude for Congressman Estes’ collaboration. She lauded other key figures, including Senate President Milton Potter and various senators, for their advocacy efforts in discussions with Congress members and industry stakeholders to advance policies benefitting the USVI.

As several provisions from the 2017 Tax Cuts and Jobs Act are due to expire in 2025, Plaskett highlighted the challenges in drafting the tax bill for the current year. The proposed legislation complies with the Republican preference for a 10-year limit on tax extenders by being retroactive from 2022 and extending through 2032.

In her capacity on the Ways and Means and Budget Committees, Plaskett stated her commitment to collaborating with her Republican and Democrat colleagues to secure the increased rum cover-over rate, which is vital for the long-term stability and economic growth of the USVI.

Under current regulations, the federal excise tax on imported rum is shared between Puerto Rico and the USVI at the rate of $13.25 per proof gallon. Although $10.50 of this is permanently authorized, the additional $2.75 requires periodic reauthorization by Congress. The new bill aims to amend Section 7652 of the Internal Revenue Code to guarantee the full $13.25 rate remains effective until 2032, thus ensuring sustained financial stability for both territories.

The Wine & Spirits Wholesalers of America (WSWA) has revealed the results of its 2025 Wine & Spirits Tasting Competition (WSTC), highlighting exceptional rums. The standout winner, Botran 8 Reserva Clásica Rum, not only claimed the title of Best in Show Overall Rum but also earned a place at the prestigious San Francisco World Spirits Competition, which further emphasizes its outstanding quality.

Finalists

Botran 8 Riserva Classica Rum, 40% ABV, 750 ml – $24
Produced in the highlands of Guatemala since 1939, Botran 8 is aged for eight years using the Solera method, blending rums of different ages and maturing them in ex-sherry and ex-bourbon barrels. This process crafts a rum rich in caramel, dark fruits, and soft spices, offering a smooth palate experience with lasting notes of chocolate, molasses, and oak.

Funk Harbor No. 1 Rum, 44% ABV, 750 ml – $60
This Jamaican rum, crafted by Funk Harbor Distilling, embodies a modern take on traditional recipes and emphasizes high-quality, small-batch production. Its complex aroma features caramel, vanilla, and spices, leading to a balanced palate of brown sugar, butterscotch, and a hint of smoke. The finish enhances its richness, leaving a notable caramelized sweetness.

Red Eye Louie’s Immoral Spiced Rum, 40% ABV, 750 ml – $20
Recognized as the Best in Show Flavored Rum, this spirited offering combines aged rum with natural spices for a bold flavor profile. Its aromatic bouquet includes cinnamon, cloves, and a touch of dried fruits. The palate showcases layered spices balanced with sweetness, culminating in a smooth, spicy finish.

The WSWA’s competition combines the expertise of a panel of judges, including sommeliers and industry professionals, ensuring the recognition of high-quality products. The three rums celebrated this year not only differ in style—from the complex aging of Botran to the bold spices in Red Eye Louie’s—but also embody the diverse qualities the rum category can offer, making them excellent choices for both sipping and cocktail mixing.

Kernville is set to host its 67th Annual Whiskey Flat Days, taking place from tonight until February 17. This festival promises to transport attendees back to the 1800s, offering a delightful family-friendly experience.

Visitors can browse through various stalls featuring cowboy hats, handmade items, and even participate in a gun show. The event also includes a range of contests such as best costume, fiddle playing, and mustache competitions for those looking to showcase their skills.

For more details, you can check out the Whiskey Flat Days website.