The story of 46 begins in the Maker’s Mark Ambassador program. The Maker’s Ambassadors are a semi-deputized group of elite fanboys. Hardcore fans of the brand, these men and women act as consumer advocates for the brand in exchange for perks like advance purchase opportunities for special bottle releases and Ambassador-only merch. They also enjoy more direct access to the men and women behind the brand. Traditionally, the Ambassadors are always up for something new.

When economist Clayton Christensen popularized the concept of “disruptive innovation,” he wasn’t pondering Kentucky bourbons. If he had been, he might have found an excellent example of well-executed disruptive innovation in Maker’s Mark. Maker’s is not only a company founded on a bold act of disruptive change, but the story of their latest product – Maker’s Mark 46, the first new expression of the core product in 50 years – is a case study in how a company can embrace new ways of thinking without losing its core principles. Read more at blogs.forbes.com