# Personality-Packed Bourbons Maker's Mark Collaborated to Create Yam Jam by Kelsey Plum By Laura McQuarrie | Published 2026-04-30 | Beverages, Spirits & Alcohol Source: Trend Hunter, https://www.trendhunter.com/trends/yam-jam-by-kelsey-plum References: [prnewswire](https://www.prnewswire.com/news-releases/makers-mark-teams-up-with-two-time-wnba-champion--olympic-gold-medalist-kelsey-plum-to-launch-limited-edition-bourbon-302756416.html) & [makersmark](https://www.makersmark.com/en-us/bourbons/makers-mark-private-selection/Kelsey-Plum-Yam-Jam-limited)  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](https://www.trendhunter.com/trends/winter-wheat-wonderland), to participate in the brand's [Private Selection program](https://www.trendhunter.com/trends/personalized-bourbon) to create a one-of-a-kind expression by customizing the finishing process of [Maker's Mark bourbon](https://www.trendhunter.com/trends/makers-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. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 51% | Activity: 52% | Freshness: 71% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Beverages, Spirits & Alcohol](https://www.trendhunter.com/beverages-spirits-alchohol) ## Key Themes ### 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. ## Related on Trend Hunter - [Award-Winning Single Malt Whiskeys](https://www.trendhunter.com/trends/craft-irish-whiskey.md) - [Premium Travel Retail Whiskies](https://www.trendhunter.com/trends/label-year-old.md) - [Refreshed Derby Cocktails](https://www.trendhunter.com/trends/the-perfecta.md) - [Oak-Based Bourbon Releases](https://www.trendhunter.com/trends/single-oak-rye.md) - [Poetry-Inspired Whiskey Release](https://www.trendhunter.com/trends/the-lake-isle-of-innisfree.md) - [Cocktail-Oriented Peachy Gins](https://www.trendhunter.com/trends/four-pillars-three-peach-gin.md) - [Pocket-Sized Solid Colognes](https://www.trendhunter.com/trends/solid-colognes.md) - [Kentucky Derby Ice Creams](https://www.trendhunter.com/trends/backstretch-bourbon-cherry.md) - [Reformulated Bourbon Bottles](https://www.trendhunter.com/trends/next-act.md)