For the D&AD New Blood Awards, we were tasked with reimagining an SGS Spirit as a non-alcoholic offering with its own brand identity, all targeted to Gen Z.

Introducing Maker’s Mark Savor. Savor is more than a non-alcoholic whisky—it’s a symbol of inclusion. To showcase this shift, we’re taking the label off and stripping our whisky (the original Scottish spelling, btw) bottle down to it’s original purpose—to craft moments. No label means no pressure.

Savor speaks directly to Gen Z’s values of inclusivity, authenticity, and connection. In a generation that celebrates individuality and rejects one-size-fits-all traditions, this zero proof whisky creates a space where everyone—drinkers and non-drinkers alike—can feel welcome. It’s more than a non-alcoholic whisky; it’s a symbol of belonging, offering a way to connect without compromise.

*(The choice to spell it "whisky" instead of "whiskey" pays homage to the founder’s Scottish heritage, a nod to Maker’s Mark’s dedication to tradition and authenticity.)