Four Roses Distillery has unveiled Meet Me With Four Roses, a new multi-chapter marketing campaign designed to position the super-premium bourbon brand at the center of shared consumer occasions. The Lawrenceburg, Kentucky-based distillery announced the initiative on March 18, 2026, kicking off with its first-ever Manhattan Week in partnership with Italian vermouth brand Carpano Antica Formula.
The campaign will roll out through a series of seasonal and cultural chapters spanning summer and the holiday period. Each chapter will feature immersive events, giveaways, and strategic brand partnerships.
“Four Roses has long been a steady, trusted presence in the super premium bourbon category, and with Meet Me With Four Roses, we’re stepping forward to connect with the bourbon community on a more engaging scale,” said Tracy Thornsberry, Brand Director of Four Roses.
“The campaign allows us to create meaningful moments that resonate throughout the year, while staying true to our core values of heritage and tradition,” Thornsberry added. “We’re excited to introduce new elements that bring bourbon lovers together through memorable, shared experiences.”
The opening chapter centers on Manhattan Week, a collaboration between Four Roses and Carpano Antica Formula. Participating bars and restaurants across Kentucky will serve a signature cocktail called the Unmistakable Manhattan throughout the week-long activation.
A consumer sweepstakes accompanies the launch. The Meet Me in Manhattan sweepstakes offers a grand prize trip for four to New York City, including a two-night hotel stay, transportation, food, and entertainment. Entries are accepted at www.meetmeinmanhattan26.com.
The campaign will also serve as a unifying framework for upcoming limited-edition releases from the distillery. Four Roses described the premium offerings as products designed to be collected, shared, and savored during meaningful moments.
Four Roses traces its origins to 1888 and the story of founder Paul Jones Jr., who named the brand after a southern belle who wore four red roses to signal her affection. The distillery combines two mashbills with five proprietary yeast strains to produce 10 distinct bourbon recipes, each with its own flavor profile.
The brand operates distilling facilities in Lawrenceburg and warehousing operations in Cox’s Creek, Kentucky. Its products are available across all 50 states.
Four Roses has earned recognition at major spirits competitions, including being named World’s Best Single Barrel at the World Whiskies Awards. The accolade underscored the distillery’s standing among leading bourbon producers globally.
Further updates on the Meet Me With Four Roses campaign will be posted on FourRosesBourbon.com.
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