It's out there. They have built a significant brand over the years by using a pretty consistant message.
I know when my wife and I are doing the dinner party thing with neighbors and friends I often see MM on the kitchen counter or bar. It sits right there next to the Jack Daniels, Absolute, Capt Morgan, Crown Royal, Dewars, Bacardi and the various other perceived upscale brands. These are the same people that buy other perceived upscale brands like Toyota, Bose, Nike, Lays, LazyBoy, etc... etc...
It's all perceived value vs. brand awareness. Without the marketing, MM would be out of business or on the bottom shelf next to Old Crow.