Talking Retail Grocery and product news for independent retailers
The £400,000 digital outdoor and social media push is entitled “Don’t Mention It” and will initially focus on the UK’s two bourbon-selling hotspots, London and Manchester.
The campaign kicked off with a seven-metre spray-painted wall in Shoreditch, east London, that was “mock-vandalised” to cover up the brand name and spark a sense of discovery among consumers.
Jane Bulankina, head of marketing at distributor Spirit Cartel, said: “We’ve managed to build a strong and knowledgeable base of core drinkers for Four Roses. Now’s the time to speak to a wider, younger audience.”
Further activity is planned for 2024.
Wholesale and cash and carry stockists of Four Roses (40% ABV) include Booker and LWC.
It comes with an RRP of £25.99 for a 700ml bottle.
