FOUR ROSES BOURBON 
A PIECE OF HISTORY 

 
Four Roses was preparing to launch their 135th Anniversary Limited Edition bourbon with one unavoidable reality: most fans would never get their hands on a bottle. The competitive lottery system left people empty handed year after year, and that frustration was quietly stripping the excitement away that makes this release matter, but we saw an opportunity to reframe the moment. 

So, we designed a commemorative poster showcasing previous bottle iterations, each signed by Master Distiller Brent Elliott, not as a consolation prize, but a piece of history. 

Rather than flooding the social feed with launch content, we made one post. We invited the community to share what they planned to do with theirs and the excitement that had been slipping away came back.

The response proved that instinct right.