Four Roses Launches Bold New Campaign and It Starts with a Manhattan

by Francis Moses

Friday, 20 March 2026 at 17:03

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Four Roses is going back to it's beginnings in a brand new campaign The bourbon brand has launched a campaign called 'Meet Me With Four Roses', a playful nod to the story behind the brand.

It is not just one event. It is a full campaign that will run through the year. The idea is simple. Get people to connect over bourbon in a more social way. The first part of it has already started.

What is the 'Meet Me With Four Roses'campaign about?

At its core, the campaign is about shared moments. Four Roses wants to move beyond just being a bottle on the shelf. They want to be part of occasions. Things like nights out, small gatherings, and seasonal events.

The campaign will roll out in different phases. Each one will come with events, partnerships, and a few surprises along the way. According to the brand, the goal is to stay true to its roots while still doing something fresh.

It starts with Manhattan Week

The first chapter is referred to as Manhattan Week. It is a joint venture with the Italian vermouth brand Carpano Antica Formula. The two are jointly targeting a single classic cocktail. The Manhattan.

The Unmistakable Manhattan will be served during the week in bars and restaurants primarily in Kentucky. It is a simple idea. But it works. People already know the drink, so it feels familiar.

There is also a giveaway

Alongside the events, there is a sweepstakes. The prize is a trip for four people to New York City. It includes a hotel stay, travel, food, and a bit of entertainment. So it is clearly aimed at getting people involved, not just watching from the side.

What this means for Four Roses

This campaign is more than just marketing. It also sets the stage for future releases. Four Roses has said that upcoming limited editions will tie into this idea of sharing and collecting. So it is all connected. The events, the bottles, and the overall brand story.

A quick reminder of the brand

Four Roses has been around since 1888. One thing that makes it stand out is how it produces its bourbon. The distillery uses two mashbills and five yeast strains, which creates 10 different recipes.

That gives them a lot of flexibility in flavour. Today, the brand is widely available across the U.S. and has picked up several awards over the years.

FAQ

What is the 'Meet Me With Four Roses' campaign?
It is a year-long campaign focused on social experiences, events, and bourbon-centered moments.
What is Manhattan Week?
It is the first part of the campaign, built around serving Manhattan cocktails in selected venues.
Is there a giveaway linked to the campaign?
Yes. There is a sweepstakes offering a trip for four to New York City.