Four Roses Selects Proof as creative AOR

The appointment comes as demand for premium bourbon continues to rise

Proof Advertising has been appointed creative agency of record for Four Roses Bourbon following a competitive review, with the agency set to lead creative strategy and campaign development as the bourbon brand seeks to expand its audience and strengthen consumer engagement.

The appointment comes as demand for premium bourbon continues to rise. Proof will support Four Roses in building deeper relationships with bourbon enthusiasts while introducing the brand to new consumers through campaigns designed to highlight its heritage and production expertise. The first work from the partnership is scheduled to launch in 2027.

Agency selected after competitive review

The review process was managed internally by the Four Roses team. Publicis-owned Twin Oaks, the incumbent agency, participated in the review but was not retained.

Tracy Thornsberry, Brand Director at Four Roses Bourbon: "As we enter an important new phase for the brand, we sought a creative partner who understands the craft, heritage, and standards that define Four Roses—and who can help bring that story to life in more impactful and relevant ways. Proof demonstrated a clear strategic point of view and a strong understanding of our brand from the outset, and we’re excited to see that vision translate into meaningful brand growth."

Focus on growth through brand storytelling

Proof will be responsible for developing creative platforms that communicate the Four Roses story to a broader audience while maintaining the brand characteristics that have shaped its reputation over more than a century.

The agency brings experience in the spirits and beverage alcohol sector, having worked on brand-building assignments across the category.

Heritage remains central to strategy

Bryan Christian, CEO, Proof: "Four Roses has over 135 years of history, a one-of-a-kind production process, and a story that is relatively unknown. The opportunity isn’t to reinvent the brand. It’s to finally let the world in on what makes it so special. We couldn’t be more excited to help them do it."

Founded in 1888, Four Roses is known for its production method, which combines two mash bills and five proprietary yeast strains to create ten bourbon recipes. The company operates its distillery in Lawrenceburg, Kentucky, with warehousing and bottling facilities located in Cox’s Creek, Kentucky.

New campaigns planned for 2027

The agency appointment marks the next stage of Four Roses' marketing strategy as the brand looks to increase awareness and engagement in the growing premium bourbon segment. Campaign work developed by Proof is expected to debut in 2027.

www.fourrosesbourbon.com

www.proof-advertising.com

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