As Sydney Fashion Week gets underway, The Works and Liquid Ideas have launched the inaugural Marker’s Mark Old Fashioned Week. So while the frivolous celebrate the spectacle of Fashion Week, the rest of us can enjoy an Old Fashioned cocktail at our favourite bars.

Maker’s Mark Old Fashioned Week is a celebration of Maker’s Mark bourbon, Old Fashioned cocktails and laid back fun. Each participating venue will feature its own unique, modern take on the Old Fashioned cocktail for the week, with no two recipes the same.

The campaign includes in-venue promotion, social media, an extensive PR campaign including a ticketed True Maker’s event to be held at the Wild Rover on Wednesday 18 May featuring artist Anthony Lister and surfboard shaper Simon Anderson and content partnerships with TimeOut and D’Marge.

The Works in conjunction with Vert Design have created specially-designed handmade glasses blown at the glassworks in Canberra to ensure the Old Fashioned is not only made, but enjoyed perfectly each time.

The independent Sydney agency, which was appointed to manage the advertising for Maker’s Mark at the end of 2015, has also produced a video content piece that explains how to make the best Old Fashioned in addition to other supporting marketing collateral.

Old Fashioned Week is initially running in Sydney with Melbourne Old Fashioned week to launch later in the year.

Venues include The Commons, Earl’s Juke Joint, Papa Gede’s, Ramblin’ Rascal Tavern, Riley St Garage, The Roosevelt, Shirt Bar, Soda Factory, Stitch Bar, The Village Inn, The Whisky Room at The Clock Hotel, and The Wild Rover.

Often cited as the original “cocktail,” the Old Fashioned is still one of the most-called-for cocktails on any good bar’s list and a favoured base for experimentation at Sydney’s top watering holes.