FOUR ROSES BOURBON NAMES PROOF ADVERTISING AS CREATIVE AGENCY OF RECORD

The iconic bourbon brand will accelerate its next phase of growth by expanding awareness and advocacy

Four Roses Distillery has selected Proof Advertising as its creative agency of record following a competitive review. The appointment builds on the brand’s strong momentum by expanding reach and deepening consumer engagement at greater scale.

As interest in premium bourbon continues to grow, Four Roses is focused on deepening connections with bourbon enthusiasts while connecting with new audiences. Proof will lead creative strategy and campaign development, helping bring the brand’s story to more consumers in meaningful and relevant ways while staying true to the heritage and craftsmanship that have defined Four Roses for generations. New work is slated to launch in 2027.

The review was led internally by the Four Roses team. The account was previously held by Publicis-owned Twin Oaks, which did participate in the review.

“As we enter an important new phase for the brand, we sought a creative partner who understands the craft, heritage, and standards that define Four Roses—and who can help bring that story to life in more impactful and relevant ways,” said Tracy Thornsberry, Brand Director, Four Roses Bourbon. “Proof demonstrated a clear strategic point of view and a strong understanding of our brand from the outset, and we’re excited to see that vision translate into meaningful brand growth.”

Proof brings deep experience across the spirits and beverage alcohol category, with a track record of building culturally relevant, premium brand platforms.

“Four Roses has over 135 years of history, a one-of-a-kind production process, and a story that is relatively unknown,” said Bryan Christian, CEO at Proof. “The opportunity isn’t to reinvent the brand. It’s to finally let the world in on what makes it so special. We couldn’t be more excited to help them do it.”

Founded on a love story in 1888, Four Roses is one of America’s most storied bourbon brands, known for its distinctive approach of combining two mash bills and five proprietary yeast strains to craft ten unique bourbon recipes. The result is a portfolio of award-winning bourbons with a signature mellow spice, designed to be shared and to create meaningful moments. Four Roses’ distilling operations are located in Lawrenceburg, Kentucky, with warehousing and bottling in Cox’s Creek, Kentucky.

Source: Proof Advertising

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