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A new kind of Roses for Valentine’s
Background
The Bourbon Boom Keeps on Going
The Bourbon category has seen remarkable growth in sales as well as product variety over the past 5+ years – and there is no sign of slowing. There are now more Bourbon brands available across the U.S. than ever before, and we are proud to have had Four Roses Bourbon – the fastest-growing premium Kentucky Straight Bourbon Whiskey brand – as our client for almost two decades. The partnership has led to double-digit sales growth and distribution across the U.S., making Four Roses a top-shelf staple of the home bars of Bourbon enthusiasts far and wide.
Challenge
Encourage trial and stay top of mind in a crowded category
Within the spirits industry, specifically the Bourbon-whiskey category, peak sales for brown spirits pick-up during the fall season and continue to build momentum through the holidays. The beginning of a new year is typically viewed as a hibernation period or “reset” period for many consumers, and sales tend to dip during January and February.
Our challenge was to find a way to continue to responsibly encourage trial among new customers and stay top of mind with current customers during a time when consumers traditionally don’t buy as much Bourbon.
Solution
Turning Valentine’s Day into a Bourbon holiday
Premium Bourbons are often preferred for sipping and celebrating special occasions. The occasions may vary in scale and type, but the presence of Bourbon certainly enhances the experience. In addition, the person you choose to share it with plays a big part in the quality of the Bourbon you purchase. Who better to splurge on than your special someone?
This brings us to Valentine’s Day.
When most people think Valentine’s Day gifts, their minds go to of chocolate and roses. However, given the unique lore, look and feel of the Four Roses brand, we saw a golden opportunity to promote Four Roses as a gift-giving option. So we created a month-long omnichannel campaign to position Four Roses as the Bourbon of Valentines.