Although its identity wasn’t on the rocks, iconic bourbon brand Maker’s Mark needed to better connect with the Millennial crowd. We spoke with Creative Director Jared Britton at branding firm Turner Duckworth, who worked directly with the distillery founder’s grandson to refresh a brand that’s been untouched since 1958.

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Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.