Maker's Mark bourbon has announced its UK advertising debut.

The six-month campaign, which begins this month, will see the spirit feature exclusively on a fleet of 45 London taxis.

"Known as 'Waxi's', reflecting the unique hand dipped wax finish that adorns all Maker's Mark bottles, the campaign will reach in excess of 1m target consumers who will see the campaign on average 26 times across the UK's capital," the company said on Friday (17 March).

The campaign also includes the use of back-facing 'tip seats' inside the taxis, which will be used to display details of selected outlets where Maker's Mark is available. Bottle-shaped customer receipts also feature as part of the campaign execution.

"Targeting current American Whisky drinkers, the new campaign forms part of integrated approach to the UK market," said Maker's Mark UK marketing manager Gareth Brown. "Created to build awareness and communicate the positioning of Maker's Mark, the 'Waxi's' will play an important role in the creation of long-term brand equity, whilst supporting our strategy of building demand ahead of supply."

Formerly a part of Allied Domecq, Maker's Mark was sold to Fortune Brands last year as part of Pernod Ricard's acquisition of Allied.