Change of guard: Four Roses Bourbon
Gallo has completed the acquisition of Four Roses Bourbon, marking the brand’s return to US family ownership for the first time in 83 years.
Inspired by ‘a marriage proposal and a corsage of four roses’ by founder Paul Jones Jr, Four Roses Bourbon is undoubtedly one of the most beloved and recognisable American whiskey brands worldwide. What started in an office on Louisville, Kentucky’s historic main street, Whiskey Row, has grown into a brand recognised not only for its romanticised symbolism but also for its quality.
Established in 1888, Four Roses Distillery in Lawrenceburg, Kentucky, has upheld its iconic status for more than a century, surviving Prohibition and an almost 60-year absence from the US market under Seagram’s. The distillery was acquired by Japanese company Kirin Holdings in 2002, with industry icon Jim Rutledge serving as master distiller, allowing the Bourbon brand to reclaim its rightful place on US shelves.
In April 2026, Kirin passed the baton to Gallo, a multi-generational, family-owned wine and spirits producer and distributor based in California. With a 93-year heritage, the firm has evolved from a wine business into a leading global alcoholic beverage company. Gallo boasts more than 50 years of experience in distillation, maturation, and wood expertise, with an extensive portfolio which includes premium aged spirits such as Germain-Robin Brandy.
New chapter
Gallo’s acquisition represents a significant moment for Four Roses, ushering in a new chapter of heritage, craftsmanship, and growth. Renowned for its award-winning 10 distinct Bourbon recipes, Four Roses also enhances Gallo’s global presence in the premium spirits category and expands the company’s footprint in Europe and Japan. The brand already has a presence in more than 80 markets worldwide.
“Four Roses is one of the most respected Bourbons in the world – defined by heritage and craftsmanship – and Kirin was instrumental in re-establishing the brand as a premium straight whiskey in the US,” says Britt West, chief commercial officer of Gallo. “Gallo has more than five decades of expertise in spirits distillation, maturation, and brand building. We are committed to upholding Four Roses’ quality and building the brand as a cornerstone of our portfolio.”
As the brand becomes part of Gallo’s family, the company is dedicated to maintaining the distillery’s personnel. The existing Four Roses team will remain intact, led by Brent Elliott, master distiller and protégé of Rutledge, who has held the position since 2015.
Long-term vision
“This is an incredibly exciting chapter for Four Roses and a meaningful milestone in our 138-year history,” Elliott commented. “From the beginning, Gallo demonstrated deep respect and appreciation for the brand. As we join the Gallo family, we are energised by the alignment in values and the long-term vision they bring. With their support, we’re well-positioned to build on our momentum while staying true to the quality and character that have guided us for generations.”
Gallo has also ensured it remains focused on maintaining continuity in Four Roses’ products, production methods, and traditions under the new ownership. Instead of focusing on reinventing the brand, Gallo will concentrate on building brand education and awareness.
“First and foremost, consumers should expect continuity. There are no changes to the liquid,” West explains. “Gallo will honour what has made Four Roses exceptional – from the 10 unique Bourbon recipes, to the people behind the brand, while accelerating its growth through increased advertising and promotion (A&P) investment. This will allow the brand to increase awareness and advocacy – both among consumers and the trade. We are also excited to work closely with Four Roses’ master distiller, Brent Elliott, to unlock future innovation.”
West also highlights the importance of staying faithful to the brand and its legacy while also meeting the needs of Four Roses’ current fans and appealing to new whiskey drinkers. The brand recently launched the a campaign, inviting consumers to ‘Meet Me With Four Roses’, ushering in a new era for the brand.
Although the distillery will continue to focus on its 10 Bourbon recipes, West hints at exciting new developments to be announced in the future.
“There was already some innovation in the pipeline before the acquisition, so consumers can expect some new expressions in the future,” he reveals. “Consumers will also see more of Four Roses – particularly on-premise – and education on what makes Four Roses unique.”
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