Maker’s Mark Is Betting You're Going to Watch and Love This New League

When Maker's Mark announced its partnership with Unrivaled, it turned many heads. It also elicited one obvious question:

Why is America's preeminent Kentucky bourbon partnering with an upstart women's basketball league?

For Maker's Mark, the move was easy. Like a wide-open layup; smooth like a bottle of Cellar Aged Maker's. For more than seven decades, Maker's Mark has gone against the grain, beginning in 1953 when it famously burned the family's 170-year-old recipe to enact a vision for better flavor and a better world.