There are not a lot of guys out there who can say that their father built a bourbon empire. And an even smaller amount can say that they stepped into their father’s boots, took his idea and made it an international name, a name you can find almost every well-stocked bar in America.

Bill Samuels Jr. of Maker’s Mark just happens to be that guy, and he was in Seattle recently on a farewell tour of sorts (he’s handing the company over to his son, Rob). He wanted to pop by one last time before he retires to chat about his biggest contribution to the Maker’s Mark Empire, Maker’s 46. We sat down with him on the Edgewater Hotel on a rainy December day, which he noted was the only time it has rained on all of his visits here. Either he is extremely lucky, or he brings the sunshine with him… after meeting him we’ve concluded either is possible.

Samuels is earnest and gregarious, and energy that belies his age. He took the company over in 1975, and when his father (Bill Samuels Sr.) handed him the keys his words were: ‘Don’t screw up the whiskey.’ He has a passion for bourbon, and while he certainly accomplished his father’s directive, he wanted to leave a legacy of sorts before stepping away as the commander in chief, something akin to a “Jr. was here.” And that’s where the idea for Maker’s 46 began.

The story goes that Samuels, along with Master Distiller Kevin Smith sat down to create a new member of the Maker’s Mark family without a clear direction. For so many years, (52 in fact) Maker’s Mark Bourbon was the only product made at the Maker’s Mark distillery. In addition it was made so well the question became: how does one improve on something that is already good, so popular?

Samuels and Kevin brought in Brad Boswell, who’s family has been the exclusive cooper for Makers since its inception. The three settled on the idea of a premium bourbon, something with the same base as the original recipe, but with a little something extra for the whiskey aficionados. Boswell introduced the idea of seared (not charred) oak staves, ten of them in all, added to the final aging of the bourbon. The result was a smooth, delicious bourbon that now wears the name Maker’s 46.

Samuels is proud of his work, and is eager to talk about the process, the attributes he feels his whiskey has, and what his father would think of 46. “I think he’d love it.” He says with a smile. He wasn’t so keen on the family business at first; he had gone to school to be a rocket scientist and was one for a time. “Must not have been a very good one” he chuckles, pushing back into his chair. At the urgings of family friends he came back to help bottle bourbon for a season, and never went back.

For the first 22 years or so, Samuels Sr. was content with the modest success his bourbon enjoyed in Kentucky, and while he did consider it a family business, Jr. didn’t become a legacy until a little paper called the Wall Street Journal made Maker’s a national brand almost overnight in 1980.  Since then the distillery has had to double its size (which fortunately ended a shortage in 2002) and Rob Samuels has been tasked with representing the brand internationally.

It’s a lot of growth, but Samuels insists that they have tried to keep supply and demand on an even keel. “One of the most important lessons I learned from my father was making enough whiskey so people could find it, but no so much that you have warehouses full of it.” Making one of his jobs today keeping an eye on what’s selling and making sure he doesn’t have product lying around.

Not that it seems to be a problem. Makers’ has had steady increase in market share every year, and bourbon is now in demand all over the world. The Whiskey Bourbon Trail in Kentucky has more and more visitors every year, and the return of the classic cocktail has renewed bartender interest in the original American spirit. Good news for the distillers, who have grown up as a sort of extended family, and have enjoyed the increasing success of their spirit together.

“Bourbon drinkers are different than they used to be,” he notes. “It used to be my father’s buddies, an older mans’ drink. Now, whiskey is one of the most popular ones out there with all ages.” He’s also pleased (if not a little surprised) with how well 46 does among women. “We had a tasting at the distillery for the release, and we warned the ladies present that it might be more than they were used to. Whiskey has a kick, you know? Well, they loved it! Drank just as much as most of the guys. I think it’s because the taste is smooth, more refined.” Spoken like a true southern gentleman.

Makers 46 comes in a bottle the same shape and wears the same distinctive wax his mother used so long ago, and is derived from his fathers original recipe. It’s a lot of legacy to hand over to his son, but one that Samuels is ready to give up,…sorta. “I’m sure I’ll still be trying to tell people what to do…” he notes wryly. Old habits die hard, it seems. And while his official watch over the company might be over, he’ll be around if Rob needs a word of advice. It is the family business, after all.

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