Maker’s Mark and the Ethics of Advertising

Maker’s Mark, a bourbon whisky distilled in Loretto, Kentucky, by Beam Suntory , published a full-page ad in the 2002 Sports Illustrated swimsuit issue showing a large photo of a bottle of Maker’s Mark bourbon against a black background. In large silver lettering, the ad read, “Your bourbon has a great body and a fine character. I wish the same could be said for my girlfriend.”The ad comparing a woman with a bottle of whisky, fuelled a raging debate. Many people expressed disgust over the theme of Maker’s Mark, saying it reflected the company’s opinion of women...