Kirin Holdings has unveiled a marketing activation for Four Roses in the US ahead of the American whiskey brand heading to a new owner.
The campaign for Four Roses – which is in the process of being sold to wine giant Gallo – includes giveaways and “strategic partnerships” scheduled to run throughout 2026. The campaign, ‘Meet Me With Four Roses’, will be launched in the brand’s home state of Kentucky at the inaugural Manhattan Week, which runs from 30 March to 5 April.
Manhattan Week has been co-produced by Four Roses with Italian vermouth brand Carpano Antica Formula. The event will see “participating bars and restaurants” across Kentucky serve the ‘Unmistakable Manhattan’ cocktail, featuring the two host brands. There will also be a competition offering four consumers an all-expenses-paid, two-day trip to Manhattan.
The campaign will be supported through paid social, video, paid search and “streaming audio”, Kirin said.
Global Drinks Intel has asked Kirin whether the campaign has been created in collaboration with new owner Gallo, or was already in the works before the sale.
“Four Roses has long been a steady, trusted presence in the super-premium bourbon category,” said brand director Tracy Thornsberry. “With ‘Meet Me With Four Roses’, we’re stepping forward to connect with the bourbon community on a more engaging scale.”
In January, Kirin agreed to sell Four Roses to Gallo in a deal valued at “up to” JPY120bn (US$764.5m). The transfer is scheduled to complete before the end of June.
