Kentucky’s Four Roses Distillery, as it celebrates its anniversary, has debuted a special tasting kit alongside a global brand refresh, the first in nearly 20 years.
For the kit, it is called The Ten Recipe Tasting Experience, which features each of the 10 unique bourbon recipes that make up Four Roses’ bourbons.
The kit includes 50ml bottles of each recipe for bourbon enthusiasts to get a taste of where the brand’s offerings originate. A QR code on the box will lead to a guided tasting video with Master Distiller Brent Elliott for an immersive experience.
The limited-edition kit sells for $129.99 and will be available starting June 30th at the Four Roses Visitor Centers in Lawrenceburg and Coxs Creek, Kentucky. It will debut in select retailers in Georgia, Illinois, Kentucky, and California starting in mid-July.
In addition, in a prepared statement, Four Roses explained that a new visual identity it is undertaking comes as the brand celebrates its 135th year. The refresh will be across all of Four Roses’ branding, including bourbon bottles and its new website.
For the refresh, Four Roses officials noted, the brand looks to pay homage its heritage while exploring a more modernized approach through evolving the labels on all bottles, and revitalizing the website for a more user-friendly and cohesive experience.
“In our 135th year, we’re thrilled to reveal our refreshed, modernized branding, which aims to maintain the spirit of our rich history while appealing to today’s bourbon drinker.” said Kelly Edney, senior brand manager. “Four Roses is about creating and being part of life’s mellow moments, and we hope that our dedicated fans and future customers continue to feel that connection.”
The agency Camp + King is taking the lead on the design updates for the brand refresh, and that includes:
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- A renewed, 3D rose emblem, the brand’s classic logo, offering a more refreshed and refined representation of the brand’s founding story.
- A new engraved rose cluster on the cork of each bottle.
- Brightened labels with gilded borders on all bottles labels, to bring a more contemporary look to the design. Labels on each of the brand’s four bourbon expressions show a varying color palette that correspond with the richness of the product.
- The publico typeface on the new label for a timeless elegance.
- The addition of Master Distiller Brent Elliott’s signature on the face of each bottle; tasting notes have also been added to the back of each bottle label to highlight the unique flavor profiles of each product.
- An updated website design that still includes cocktail recipes, events, and purchase links, but with a brighter and more cohesive look to match the refreshed branding.
“While the look of our brand is being refreshed, our unwavering commitment to producing the highest-quality bourbons made of our 10 signature recipes remains the same,” said Brent Elliott, Four Roses’ master distiller, “It’s been a true honor watching the brand grow over the past 18 years that I’ve been with Four Roses and I look forward to this next chapter.”
For more information, check out www.fourrosesbourbon.com.
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