FOUR ROSES BOURBON
135TH ANNIVERSARY POSTER 

 
Four Roses was preparing to launch their 135th Anniversary Limited Edition bourbon, but there was a challenge: most fans would never actually get their hands on a bottle due to the competitive lottery system. We saw an opportunity to reframe the moment and bring back the excitement from people who were left empy–handed year after year.

There was a lot of different concepts in the deck and we had this really simple idea at the end and that was to create a poster showcasing previous bottle iterations, each signed by Master Distiller Brent Elliott. Clients are usually skeptical about giveaways, since they don’t always drive profits, but we kept pushing because real true bourbon fans are always looking for tradition, ownership, and craftmanship.

Instead of filling the social feed with launch content, we made one post and it seems like we’ve got the excitement back. The poster were intentionally crafted as keepsakes and we got their ideas on what to do with it.