Four Roses Distillery has announced the launch of its new “Meet Me With Four Roses” campaign, designed to position the brand around shared experiences and personal connections.
The campaign emphasizes moments ranging from large holiday gatherings to quieter, more intimate occasions, encouraging consumers to step away from distractions and connect over bourbon.
Rooted in Brand Heritage and Connection
The campaign builds on Four Roses’ historical foundation dating back to 1888, when founder Paul Jones Jr. established the brand following a romantic gesture symbolized by four red roses. According to the announcement, this theme of connection continues to influence the brand’s identity and approach today.
“Four Roses has long been a steady, trusted presence in the super premium bourbon category, and with Meet Me With Four Roses, we’re stepping forward to connect with the bourbon community on a more engaging scale,” said Tracy Thornsberry. “The campaign allows us to create meaningful moments that resonate throughout the year, while staying true to our core values of heritage and tradition. We’re excited to introduce new elements that bring bourbon lovers together through memorable, shared experiences.”
Campaign Rollout and Seasonal Programming
“Meet Me With Four Roses” will roll out in a series of chapters aligned with seasonal and cultural moments, including summer and the holidays. Each phase will feature immersive events, giveaways, and partnerships intended to engage consumers and reinforce the campaign’s focus on shared experiences.
Kentucky Launch Highlights Manhattan Week Partnership
The campaign will debut in Kentucky with the introduction of Manhattan Week, a collaboration between Four Roses and Carpano Antica Formula. During the week-long activation, participating bars and restaurants across the state will serve the “Unmistakable Manhattan,” highlighting the pairing of Four Roses Bourbon and Carpano Antica Formula sweet vermouth.
The initiative also includes the “Meet Me in Manhattan” sweepstakes, offering a grand prize trip for four to Manhattan, featuring a two-night hotel stay, transportation, food, and entertainment.
Integration with Limited Releases and Ongoing Marketing
According to the company, the campaign will also serve as a broader platform for upcoming limited-edition releases and premium offerings, positioned as products to be shared and enjoyed during meaningful moments. Marketing support will include paid social media, programmatic display and video, paid search, and streaming audio.
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