Managing the return of a Bourbon legend.
Four Roses hired BCH to re-Brand this iconic brand and re-introduce the product to the US. Our initial re-launch of the Brand into the US was in 2005, focusing the Brand on Four Roses unique process and its heritage. It is because of their unique process that Four Roses can so expertly handcraft its bourbons.
Our strategy initially included two stages. One: re-introduce first in Kentucky, the mecca of bourbon where 95% of all bourbon is made. If we can be a success in Kentucky, we can win across the US. Two: Focus marketing on the flagship Single Barrel product then eventually integrate the other products. As momentum grew we introduced a Third stage: Leverage our unique process of mingling 10 bourbons to firmly establish our Brand position of “true handcrafting.”
|Project||Re-Branding / Package Design / Website / Print / Digital|
|Deliverables||Research / Planning / Design / Creative / PR / Social Media / Media|
|Business Segment||Beverage / Alcohol|
The ResultsBack to Top
Four Roses is now distributed in all 50 states and regarded as one of the premium American Bourbons.
The Bourbons and the distillery have garnered many awards beginning with the Single Barrel winning the World Whiskies Awards Best Bourbon in 2008. Four Roses was the fastest growing whisky brand in Kentucky by 2010. And they have enjoyed double digit year over year sales growth for the last seven years. Four Roses consistently gains in media coverage share of voice in its category, with hundreds of millions of positive media impressions created annually and social media reach more than tripling over the past three years. Four Roses is now firmly established as a premium Bourbon due to its unique process.
“BCH has been as consistent in the presentation of our Brand as we are in the distilling and aging of our Bourbon.”Julie Gorham, Senior Manager, Marketing
See the Work
PrintBack to Top
DigitalBack to Top
PackagingBack to Top
BCH has over 15 years of package design experience in the US and Europe.
PR + Social MediaBack to Top
Our public relations and social media program generates increased word of mouth and preference for Four Roses through a number of key influencers, including respected mixologists and bartenders, as well as top writers and bloggers in spirits industry.