Four Roses ushers in first campaign under Gallo
Kentucky Bourbon brand Four Roses has launched a new Meet Me With Four Roses campaign, marking its first initiative under Gallo’s ownership.
The new campaign debuts following Gallo’s acquisition of the brand from Kirin Holdings last month.
Meet Me With Four Roses was originally developed by Kirin, designed to invite consumers to celebrate shared moments with Bourbon.
Established in 1888 by Paul Jones Jr, the brand’s story began with a romantic connection to a Southern belle, who reciprocated his affection by wearing four red roses. Today, Four Roses continues to honour the legacy with each bottle.
Tracy Thornsberry, brand director of Four Roses, said: “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.
“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.”
The campaign will progress through chapters linked to seasonal and cultural events, including summer and holidays.
Each chapter will be brought to life through engaging events, giveaways and strategic partnerships.
Meet Me with Four Roses will also serve as a framework for future limited edition releases and will be supported through paid social media, programmatic display and video, paid search, and streaming audio.
The campaign kicks off in Four Roses’ home state of Kentucky with the inaugural Manhattan Week, a collaboration between Four Roses and Italian sweet vermouth Carpano Antica Formula.
During the week, participating bars and restaurants across the state will serve the Unmistakable Manhattan cocktail, paying tribute to the classic serve.
Additionally, the public can enter the Meet Me in Manhattan sweepstakes, which features a grand prize trip for four to Manhattan, including a two-night hotel stay, transportation, meals and entertainment.
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