Four Roses reveals global redesign

by Nicola Carruthers

To mark its 135th anniversary this year, Kentucky Bourbon brand Four Roses has refreshed its packaging design for the first time since 2006.

The new look for the whiskey distiller pays homage to the brand’s heritage while taking a ‘modern approach’. The global brand refresh coincides with Four Roses’ 135th birthday this year. “In our 135th year, we’re thrilled to reveal our refreshed, modernised branding, which aims to maintain the spirit of our rich history while appealing to today’s Bourbon drinker,” said Kelly Edney, senior brand manager. “Four Roses is about creating and being part of life’s mellow moments, and we hope that our dedicated fans and future customers continue to feel that connection.” The new design includes a renewed 3D rose emblem and rose cluster on the cork of the bottle, as well as ‘brightened’ labels with gilded orders. The signature of master distiller Brent Elliott has also been added to each bottle. Furthermore, the brand's website has been updated with a ‘user-friendly’ design and now includes cocktail recipes, events, and purchase links. To mark the redesign, Four Roses has released a limited edition kit – The Ten Recipe Tasting Experience. Each set contains 50ml bottles of the 10 different Bourbon recipes that are used to make up the core Four Roses range. A QR code on the box directs users to a guided tasting video with Elliot. Elliot added: “It’s been a true honour watching the brand grow over the past 18 years that I’ve been with Four Roses and I look forward to this next chapter.” The limited edition kit will be available to buy from 30 June at the brand’s Kentucky-based visitor centres in Lawrenceburg and Coxs Creek. Priced at RRP US$129.99, the set will also roll out in select retailers in the US states of Georgia, Illinois, Kentucky, and California from mid-July. Four Roses is owned by Japanese drinks conglomerate Kirin. In September last year, Four Roses Distillery appointed Abby Martinie as its new national brand ambassador and mixologist.

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