Four Roses Unveils Global Brand Refresh

four roses distillery new look brand reset branding bourbon whiskey
Four Roses Distillery has unveiled a new look for their product lineup.

Four Roses Distillery has announced a global brand refresh, the first update for the brand since 2006.

The new visual identity comes as Four Roses, a brand that predates Prohibition, celebrates its 135th year.

Fans of the whiskey will see the refreshed branding across all of Four Roses’ bourbon bottles, and on its new website, starting today.


Founded in 1888, Four Roses now rolls out a new look meant to pay homage to the brand’s heritage, while exploring a more modernized approach. This includes updated labels on all bottles, and enhancing the website with the aim 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,” says 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.” 


Helmed by agency Camp + King, the design updates from the brand refresh include:

  • A renewed, 3D rose emblem, 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
  • 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
  • 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

To celebrate this occasion, Four Roses will release a limited-edition kit: The Ten Recipe Tasting Experience. This will feature each of the ten bourbon recipes that make up Four Roses’ bourbons.

The kit will include 50-ml. 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.

This limited-edition kit will be available for purchase starting June 30 at the Four Roses Visitor Centers in Lawrenceburg and Coxs Creek, KY. It will roll out in select retailers in Georgia, Illinois, Kentucky, and California starting in mid-July. The suggested retail price is $129.99

“While the look of our brand is being refreshed, our unwavering commitment to producing the highest-quality bourbons made of our ten signature recipes remains the same,” says Elliott. “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.”


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