Four Roses bourbon has launched its first consumer advertising campaign in the UK, targeting a younger whiskey drinker.
Commissioned and co-ordinated by the brand’s distributor, Spirit Cartel, the £400,000 digital outdoor and social media campaign is entitled ‘Don’t Mention It’.
The work is initially focused on the country’s two bourbon-selling hotspots, London and Manchester. As part of the spend, further national activity is planned in early 2024. This will also take the brand into a wider variety of media.
The campaign kicked off with the reveal of a 7m spray-painted wall in Shoreditch – which was subsequently mock ‘vandalised’ in order to hide the brand name, creating intrigue and piquing interest from passers-by. The covering-up effect – playing on the idea of letting people discover (and keep) a best-kept secret for themselves – is being replicated across all digital executions.
The style of the campaign and its executions are designed to drive curiosity, spark a sense of ‘discovery’ and stand in stark contrast to imagery more commonly used by Scottish and Irish whiskies. Spirit Cartel’s research revealed an appetite amongst younger bourbon drinkers for discovering ‘hidden gems’ in the category – such as Four Roses, which is actually in its 135th year.
Jane Bulankina, Head of Marketing at Spirit Cartel, said: “We’ve managed to build a strong and knowledgeable base of core drinkers for Four Roses. Now the time’s right to speak to a wider, younger, audience – drinkers that like to discover things for themselves and want to be the first amongst their peers to do so. This eye-catching campaign enables just that and is part of our broader work to demonstrate bourbon’s classic, yet relevant, appeal. The profile we’re giving it will encourage more drinkers into the category – and, with bourbon’s mixability and complexity, they’re likely to remain in it.”
Wholesale/Cash & Carry stockists of Four Roses bourbon (RRP: £25.99/70cl) include Amathus, Booker, Enotria, LWC, Matthew Clark Bibendum, and Venus.
