Sue McCollum, Chair and CEO of Major Brands, a St. Louis beer, wine and liquor distributor, and the only female CEO of a distributor in the country, created a limited-edition Maker’s Mark Private Select bourbon to benefit local nonprofits. Demonstrating creative philanthropy, McCollum brought together seven female leaders to create a unique blend of Private Select Maker’s Mark bourbon. The blend yielded approximately 200 bottles which were sold to benefit four nonprofits: Big Brothers Big Sisters of Eastern Missouri, Contemporary Art Museum St. Louis, Forest Park Forever and the Saint Louis Fashion Fund.

Major Brands enlisted Kaleidoscope Management Group (KMG) to provide strategic marketing support for the project. KMG partnered with the distributor to develop social media content and promotional materials as well as to provide strategic leadership around donor and media outreach.


Our Approach


Building a Brand: KMG crafted a compelling story to lead the successful philanthropic project appropriately named “Hatch the Batch”. KMG created marketing messaging highlighting the unique fundraiser as:

  • the first Private Select blend made entirely by women

  • the first made by a distributor

  • the first whose proceeds went 100% to charity

KMG worked with Tom Huck, a visual artist and printmaker, to create a graphic emblem for the brand. Drawing inspiration from this piece, KMG created a logo and a variety of promotional materials.

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Multimedia Approach: In addition to articulating a compelling story, KMG promoted the event with an integrated, multi-channel approach. The team designed a Women Who Whisky website as a resource for donors and news networks, an email invitation to the Hatch the Batch event, and a press release and media kit which garnered more than six stories on regional news networks. KMG developed content to share on the Major Brands social media channels, including producing a video using footage from the trip to make the whisky at Maker’s Mark.



With the support of KMG’s comprehensive approach and collaboration with the participating partners, the fundraising event attracted 20 corporate and individual sponsors and sold over 162 bottles of the Whisky 4 Good blend.  More importantly, The Women Who Whisky effort raised $250,000+ to benefit the four nonprofit organizations.