1.Maker's Mark is the only firm that can market bourbon under the Marker's Mark brand. Maker's Mark is generally considered a high end bourbon.It currently earns excess profits because of the combination of market power and high quality.TFU and explain: Since Maker's Mark owns the only rights to produce Marker's Mark bourbon, as long as demand for bourbon stays high and Marker's Mark is well run, it will continue to make excess profits.