Maker's Mark collaborated with Olympic gold medalist, WNBA All-Star and Los Angeles Sparks guard Kelsey Plum to create Yam Jam by Kelsey Plum Private Selection, a bourbon inspired by the thoughtfulness and intentionality she brings to her craft and her pursuit of excellence.
In 2025, Plum visited Star Hill Farm, the home of the Maker's Mark Distillery, to participate in the brand's Private Selection program to create a one-of-a-kind expression by customizing the finishing process of Maker's Mark bourbon. Yum Jam, which introduces itself with aromas of chili spice and citrus, is easily enjoyed in Plum's signature cocktail, KP's Kicking Mule—a citrus-forward take on a classic mule.
Yam Jam by Kelsey Plum Private Selection launches ahead of the 2026 WNBA season at select retailers in Los Angeles.
Key Themes Behind This Trend
- Athlete-curated Spirits
- High-profile athletes lending their names and creative direction to distilled products creates novel brand extensions that blur the line between personal narrative and premium consumer goods.
- Personalized Limited-edition Alcohol
- Custom finishing and small-batch releases driven by individual collaborators enable scarcity-driven pricing and deeper direct-to-consumer engagement models.
- Flavor-forward Sports Branding
- Combining distinctive flavor profiles with sports personalities offers a sensory storytelling vector that can differentiate merchandise beyond traditional apparel and endorsements.
Where This Applies
- Alcohol and Spirits Retail
- Retailers stocking celebrity-curated private selections can capitalize on elevated margins and experiential marketing opportunities tied to exclusive launches.
- Sports Marketing and Brand Licensing
- Licensing deals that extend athletes into consumer-packaged goods present new revenue streams and cross-promotional assets that integrate athletic identity with lifestyle products.
- Hospitality and Mixology
- Bars and restaurants showcasing signature cocktails built around collaborator-specific expressions can create destination experiences and menu-driven differentiation.
