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Resurrecting a Brand

business problem

When Four Roses returned to U.S. shelves after a 50-year absence, it was not coming back to a clean slate. The name was known, but not in the right way. Many consumers saw it as a bottom-shelf blended whiskey, not a bourbon worth seeking out. The challenge was to rebuild credibility and give people a new reason to see the brand differently.

human truth

For bourbon drinkers, what is in the glass says something about the person holding it. They are drawn to brands with real craft, real character, and a story worth knowing. If a bourbon feels generic, they move on. If it has depth they can taste and talk about, they lean in.

A Masterpiece of Composition — Four Roses print ad

The Beethoven's Fifth of Fifths — Four Roses print ad

bch strategy

We reintroduced Four Roses through credibility, not nostalgia. By leading with Single Barrel as the flagship, we gave bourbon enthusiasts a reason to take a fresh look. Then we centered the brand's ten unique recipes as the proof behind its quality and distinction, giving the brand something ownable and drinkers something worth discovering.

results

Four Roses grew from 3,000 cases in 2005 to more than 1 million by 2021. Based on run rates, it became "America's Fastest Growing Bourbon" in 2021 and earned a top-five share of voice in bourbon social conversation alongside much larger brands. Most importantly, Four Roses was no longer seen for what it had been. It was respected for what it is.

Single Barrel. Sorry there is only one. — Four Roses billboard