Playground →
Four other alcohol brands anchor the top of Maker's Mark's neighbor set, but the list quickly opens into a wide field of sports media personalities — a cross-kind pattern that defines the shape.
Four Roses Bourbon leads at 0.93, followed by Woodford Reserve at 0.87 and Buffalo Trace at 0.84. Jefferson's Bourbon rounds out the alcohol cluster at 0.82. After that, the neighbor set shifts almost entirely into sports media: Joe Burrow (0.82, athlete), the Nashville Predators (0.81, sports team), and a run of TV personalities — Kirk Herbstreit (0.80), Erin Andrews (0.80), and Rece Davis (0.79) — all of whom cover college football. Marty Smith (0.79, journalist) closes the top 10. That's four alcohol brands and six sports-media figures across the top 10, with the sports-media contingent spanning athletes, TV personalities, and journalists — all oriented around college football and the broader ESPN ecosystem.
The broad shape here means no single neighbor dominates; instead, the audience overlaps meaningfully with a wide range of entities, and the cross-kind presence of sports broadcasters alongside bourbon competitors suggests this audience is defined as much by a sports-media consumption pattern as by category loyalty.
