Whisky Advocate On The Resurrection Of Four Roses

Kirin-owned Four Roses has made a remarkable comeback in the Bourbon market, now ranking as the eighth-largest super-premium (above $25) American whiskey brand in the U.S., according to Impact Databank, up 11% to over 400,000 cases last year. The last decade has been particularly kind to the brand, which languished in the latter part of the 20th century and as recently as 2010 sold just 20,000 cases.

To keep the momentum going, this year Four Roses announced a refresh with a new 3D rose emblem, an engraved rose cluster on the cork, brightened labels with gilded borders, and master distiller Brent Elliott’s signature on the face of the bottle. The refresh is intended to “maintain the spirit of our rich history while appealing to today’s Bourbon drinker,” said Kelly Edney, senior brand manager.

Additionally, Four Roses is releasing a limited edition kit called The Ten Recipe Tasting Experience that includes 50-ml. bottles of all ten of its signature Bourbon recipes for $130. Whisky Advocate takes a look at the modern resurrection of the storied Bourbon brand.

Tagged : Four Roses, Whisky Advocate

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