How Influencer Partnerships Made Four Roses Bourbon Fresh and Relevant
The Challenge
Our Strategy
Four Roses: Bringing a 135-Year-Old Heritage Brand to a New Generation
How Influencer Partnerships Made Four Roses Bourbon Fresh and Relevant
Four Roses, a heritage bourbon brand with a loyal following, sought to broaden its national presence and connect with new audiences outside traditional whiskey circles. To achieve this, The Brand Guild leveraged impactful influencer partnerships to deliver buzzworthy moments. For Valentine’s Day 2023, we paired Four Roses with OSMO, a TikTok-famous, chef-driven salt brand, to create Toasted Vanilla Bourbon Salt. This co-branded product generated an astonishing 9.8 billion impressions, $108 million in media value, and 6 million potential social impressions, with engagement rates far surpassing industry benchmarks.
Building on this success, we facilitated a summer collaboration with Ooni, the pizza oven brand adored by foodies, on a Bourbon Barrel Aged Honey for pairing pizza with cocktails. The campaign delivered 35+ media placements, supported by an influencer program featuring organic gifting and sponsored recipe content. Influencers exceeded performance expectations, driving a 10% reach and 3% engagement rate. By pairing Four Roses’ rich heritage with modern influencer strategies, we transformed the brand into a contemporary icon for new audiences.
