Beam Suntory has launched the first Maker’s Mark travel retail-exclusive expression.

The limited-edition Maker’s Mark 101 is bottled at a higher proof, delivering what the brand says is a bolder taste.

The expression was created in response to a growing demand for super-premium American whiskey in travel retail, and consumers’ desire to explore and discover new products, Beam Suntory said. It also builds on the travel retail success of Maker’s Mark Original, according to the brand owner.

Maker’s Mark 101 was produced in small batches at the brand’s distillery in Loretto, Kentucky, some 25-30 years ago. The brand’s founders have only ever shared it with special guests to the distillery, and Beam Suntory Global Travel Retail Global Marketing Director Ed Stening said that welcome would now be extended to travellers around the world.

“Maker’s Mark 101 represents a world first for the brand – an expression exclusive to the travel retail channel,” he said. “We are confident that it will be well received in the channel continuing to drive that category growth.”

The expression features a gold bottle decoration alongside the brand’s Maker’s Mark hand-dipped red wax seal. The bottle will be presented in a bespoke carton to honour the process and craftsmanship that has contributed to producing the liquid, Beam Suntory said.

Maker’s Mark 101 has an ABV of 50.5% and a RRP of US$49.99 for a one litre bottle. It is available exclusively in global travel retail from this month.