Transforming a Heritage Spirits Brand for a New Generation
Four Roses, a 136-year-old bourbon brand beloved by seasoned connoisseurs, sought to expand its reach and resonate with a new generation of bourbon enthusiasts. Tasked with this challenge, The Brand Guild developed an integrated strategy to elevate brand perception and broaden its audience. Through high-impact media coverage, strategic partnerships, immersive in-person activations, and influencer-driven campaigns, we successfully transformed Four Roses from an insider’s favorite into a widely recognized and culturally relevant brand in the modern bourbon landscape.
The Challenge
As an established heritage bourbon, Four Roses had a strong core audience but sought to expand its reach to younger, lifestyle-driven consumers while maintaining its authenticity. The challenge was to create relevant cultural moments, align with modern food and beverage trends, reach a new audience -- namely the male millennial -- and drive mainstream media attention—all while staying true to the brand’s premium craft identity.
Highlights
- 173.4% increase in media impressions YoY
- Introduced collaborations to the brand for the first time, including partnerships with Ooni Pizza Ovens, Todd Snyder and OSMO Salt–which generated 9.8 billion media impressions and $108 million in media value.
- Standalone features in key outlets that reached their new target audiences including GQ, Men's Journal, and Cool Material.
- Developed executed a series of sold out IRL events in key markets around the country including in Louisville, Los Angeles and New York
Our Strategy
To connect with a new generation of bourbon drinkers, Four Roses needed a strategy rooted in their values, interests, and lifestyle. We began with a deep dive into the target audience, analyzing their needs, priorities, and industry trends to shape a compelling messaging strategy.
Our approach blended culinary partnerships with brands that resonated with this audience while expanding editorial reach. At the same time, we ensured loyalty among bourbon enthusiasts by leveraging Master Distiller Brent Elliott for limited-edition releases and hosting press trips to the distillery. To drive influencer engagement, we combined organic gifting with sponsored content, reinforcing Four Roses’ premium positioning within lifestyle and culinary spaces.
Four Roses: Transforming a Heritage Spirits Brand for a New Generation
Transforming a Heritage Spirits Brand for a New Generation