Bourbon brand Four Roses has launched its first-ever UK consumer advertising campaign, targeting younger whiskey drinkers.

The £400,000 ‘Don’t Mention It’ campaign focuses on London and Manchester, which are two of the UK’s most popular places for bourbon sales.

It consists of outdoor marketing, including a seven-metre spray-painted wall in Shoreditch, east London, which is mock-vandalised to hide the brand’s name and pique interest.

Further activity across different media is planned for 2024.

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Jane Bulankina, head of marketing at distributor Spirit Cartel, said: “Now the time’s right to speak to a wider, younger, audience – drinkers that like to discover things for themselves and want to be the first amongst their peers to do so.

“This eye-catching campaign enables just that and is part of our broader work to demonstrate bourbon’s classic, yet relevant, appeal. The profile we’re giving it will encourage more drinkers into the category – and, with bourbon’s mixability and complexity, they’re likely to remain in it.”

Four Roses is available to independent retailers from Amathus, Booker, Enotria, LWC, Matthew Clark Bibendum and Venus. A 70cl bottle carries a £25.99 RRP.

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