The £400k campaign, spearheaded by the brand’s distributor Spirit Cartel, will initially focus on London and Manchester, with further activations planned in early 2024. 

The campaign, titled ‘Don’t Mention It’ will run across digital platforms, social media and OOH advertising. It features imagery of the Four Roses bourbon bottle which has been ‘vandalised’ to hide the brand name with the aim of encouraging younger consumers to discover more about the brand and the bourbon category.

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.”