Maker’s Mark is leveraging the booming popularity of women’s basketball to connect with younger, diverse consumers and reignite bourbon sales. Through strategic partnerships, campaigns, and community-driven initiatives, the brand is tapping into a cultural movement reshaping U.S. sports and beverage marketing.

Dave Lewis, former Tesco CEO, takes charge at Diageo to restore its global brand power. With a marketing-first strategy, data-driven storytelling, and renewed creative direction, Lewis aims to re-establish Diageo as a leader in purposeful, consumer-centric branding.