Male Opps: Pernod Ricard rebrands Four Roses bourbon (Score 30)

Sales Lead: Four Roses (FR) recently rolled out a rebrand centered around product quality.

• With the assistance of the full-service agency Camp + King, FR launched a campaign designed to reintroduce its products.
• Unlike many other bourbon brands, FR has an "unwavering commitment" to providing the best bourbon possible.
• New packaging rolled out along with a special product, The Ten Recipe Tasting Experience.
• This first-of-its-kind experience allows people to enjoy individual FR bourbon recipes.
• The brand will likely:
  • Return to higher spend, especially now that it launched a new campaign
  • Seek additional new agency partners
• Target demographic: 
  • Drinking-age (21+) Gen-Z and millennials with a strong male skew

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, FR has spent roughly $59.8k on digital ads, less than a third of the roughly $196.9k spent within the same 2022 timeframe.
  • YTD data: The brand has earned ~7.8m digital impressions YTD, 62% via Facebook ads and 38% via Instagram ads.
  • Last year: In 2022, FR spent approximately $413.1k on this channel, almost double the approximately $246.7k spent in 2021.
• ​​​​​​Additional channel insights  
  • As you can tell from the video above, the brand also works with brand ambassadors, which means it might also have started to seek new influencer partnerships.

Additional agency insights:

• Opportunity: Camp + King seems to be a new agency partner, so reach out soon to see if the brand seeks additional new agency partners.
• Current agency roster:
  • ​​​​​​​Camp + King: Agency partner (at least for this brand refresh project)
  • View PR's full roster here.

Insight Sources: Digital spend insights estimated by Pathmatics.

Catch up on our update about sibling brand Absolut here and The Glenlivet here, and catch up on our latest update about PR here.