Maker's Mark, Breeders' Cup Team Up on Private Selection
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Luxurious Breeder’s Cup To Host Maker’s Mark’s Most Expensive Whiskey Experience To Date

Kentucky bourbon distillery Maker’s Mark and horse racing championship Breeders’ Cup on Friday announced the Private Selection Experience, a chance for Breeders’ Cup fans to purchase tickets to participate in one of four Private Selection tasting programs to help determine the 2022 Breeders’ Cup Maker’s Mark Private Selection.

“Horse racing has always been part of Maker’s Mark because Keeneland served our very first cases of bourbon,” said Rob Samuels, eighth-generation distiller and managing director of Maker’s Mark. “So we are proud to partner with the Breeders’ Cup as it returns to Keeneland to provide a way for horse racing fans to experience Maker’s Mark like they never have before through our Private Selection program.”

This will be the first time that consumers will have the chance to participate in creating this bourbon. In addition to the selection experience, the offer will include a ticket to the Breeders’ Cup World Championships on Nov. 5 at Keeneland Race Track in Lexington, Kentucky. A portion of the proceeds from the tickets will benefit the Permanently Disabled Jockeys Fund.

Ten custom wood finishing staves are added to each barrel of Private Selection, which is finished in the Maker’s Mark limestone cellar to extract a “unique, flavorful taste profile,” according to a news release. Participants in this barrel program will engage in the selection of those wooden staves, which can be any combination of five flavor profiles chosen especially for this program.”

Ticketing packages for the Private Selection experience include a chef-curated five-course dinner paired with Maker’s Mark cocktails after the selection, two bottles of the 2022 Breeders’ Cup Maker’s Mark Private Selection and round-trip ground transportation from Lexington and/or Louisville to those attending the selection experience at the Maker’s Mark Distillery and Star Hill Provisions. Hall of Fame Jockeys Sandy Hawley, Jose Santos and Alex Solis, and Derby winner Mike Manganello will each take part in one of the selection experiences.

“The Breeders’ Cup always seeks to provide our fans with one-of-a-kind, luxury experiences and we’re thrilled to partner with Maker’s Mark to offer this exciting package for the first time,” said Breeders’ Cup President and CEO Drew Fleming. “There is no better brand to partner with here in Kentucky as we host the 2022 World Championships in the Horse Capital of the World, and find creative ways to support the Permanently Disabled Jockeys Fund.”

Fans will choose between four different dates and locations when purchasing tickets for the Private Selection experience. Two tasting experiences will take place in Lexington: one March 24 in at Keeneland’s Keene Place with Chef Marc Therrien, the other March 31 at the Apiary with Chef Cooper Vaughan. The other two will take place March 25 and April 1 at the Maker’s Mark Distillery with Chef AuCo Lai in Loretto, Kentucky.

There are a total of 10 tickets available for each experience, which will be priced at $3,000 each. Tickets will be available on a first-come, first-served basis. Fans can visit to reserve their tickets.

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