Lessons in Leadership from Maker’s Mark: What Title Insurance Can Learn from Bourbon

By Megan Hernandez CAE

Bourbon and business have a lot in common: both require patience, precision and a little bit of heart. Samuels, an eighth-generation distiller of Maker’s Mark, proved just that when he spoke at ALTA EDge in Louisville, Ky., during a general session sponsored by the FNF Family of Companies. Sharing the storied history of his family’s brand, Samuels distilled (pun intended) some key lessons learned that resonate far beyond the bourbon industry.

So, what can title insurance professionals take away from the journey of one of America’s most beloved whiskey brands? Pour yourself a metaphorical dram and take note—these principles could be the perfect blend for success.

Know When to Walk Away (Even If it’s Tough)
In the early days of Maker’s Mark, Samuel’s grandfather, Bill Samuels Sr., made a bold decision: he abandoned the 170-year-old family bourbon recipe. Instead of sticking with tradition, he burned the old one (literally) and set out to create a smoother, more approachable whiskey.

Title professionals know that sometimes, the best decision is to walk away from outdated practices, inefficient processes or even bad business deals. Holding onto something just because “it’s always been done that way” can hold a company back. Being willing to pivot when necessary is key to long-term success.

Control Your Quality
From grain selection to barrel aging to their very own 12-acre water source, Maker’s Mark controls every aspect of its bourbon-making process. They don’t outsource quality. They know that their brand—and their customers—depend on their ability to maintain consistency.

For title professionals, the same lesson applies. Whether it’s managing your team, your technology or your customer relationships, being hands-on and intentional about your resources ensures a high-quality experience. Don’t leave your reputation up to chance: Make sure every transaction reflects your commitment to excellence.

Go Against the Grain (While Staying True to Your Vision)
In a time when high-proof, rye-heavy bourbons dominated the market, Maker’s Mark did something different. They used red winter wheat instead of rye, creating a softer, sweeter profile that set them apart. Critics doubted them at first, but today, their brand is one of the most recognizable in the world.

“In the early 1950s, there was no indication that anyone in the world would be interested in this idea of an elevated bourbon,” Rob Samuels said.

Title professionals are no strangers to skepticism and pushback. In an industry facing constant change, from regulatory shifts to technological advancements, it’s easy to follow the crowd. But real innovation happens when companies dare to take a different path. Whether it’s embracing new digital tools, rethinking customer service strategies or finding unique ways to market your expertise, standing out from the competition can help you make your mark.

Stay the Course, Even When It’s Hard
In the early years, Maker’s Mark wasn’t an overnight success. In fact, it took decades for the brand to gain widespread recognition.

“Success doesn’t always show up in Excel spreadsheets,” Rob Samuels said. “It took us 30 years to make a profit.”

But the Samuels family believed in their vision and never cut corners.

Rob Samuels’ grandmother, Margie Samuels, was charged with creating the bourbon’s name and designing the bottle. She was inspired to design a branded package that would celebrate the vision Bill Samuels Sr. had for his hand-made bourbon. The Maker’s Mark brand is still exactly the same today—complete with the hand-dipped red wax seal—as when Margie Samuels originally created it.

“I’m fairly confident that today, in 2025, we have the most inefficient bottling run in in our industry,” Rob Samuels said, describing the current hand-dipping process. “But when the tendrils (of the red sealing wax) run down the neck of the bottle, each is a little unique, different and special from the next, which is the mark of any hand-made piece.”

Title professionals, especially when navigating market downturns or industry disruptions, can take this lesson to heart. Building a strong brand and reputation takes time. Providing exceptional service, fostering client relationships and following your vision will pay off in the long run—just like aging a fine bourbon.

Doing Good for the Community is Good for Business
Rob Samuels emphasized that Maker’s Mark doesn’t just make bourbon—it invests in its community. From sustainability initiatives to local partnerships to treating customers and employees like family, the company understands that a business succeeds when its community thrives.

Title professionals are in a unique position to make a difference. Whether it’s educating consumers about homeownership, donating to the ALTA Good Deeds Foundation and giving back to local charities, or mentoring new professionals in the industry, doing good isn’t just the right thing to do—it’s a smart business strategy. Clients and partners remember the companies that stand for something bigger than just the bottom line.

Dare to Dream, Even When Everything is Against You
When Bill Samuels Sr. set out to create Maker’s Mark, he was met with doubt. The industry was dominated by big players. Launching a small, premium bourbon brand seemed like a long shot. But he had a vision, and he pursued it with unwavering determination.

Title professionals often face challenges—tight margins, shifting regulations and evolving consumer expectations. But the most successful companies aren’t the ones that play it safe—they’re the ones that dream big and go after what they believe in.

Raise a Glass to the Future
Bourbon and title insurance may seem worlds apart, but as Rob Samuels reminded us, the principles of success are universal. Stay true to your vision and values, control your quality, embrace your community and look for ways to stand out. Because whether you’re crafting a bottle of bourbon or closing a deal, excellence is always worth the wait.

So, here’s to you, title professionals—may your transactions be smooth, your clients loyal and your success aged to perfection.

Megan Hernandez CAE is ALTA’s senior director of public relations and marketing. She can be reached at mhernandez@alta.org.

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