KIRIN LAUNCHES FOUR ROSES CAMPAIGN AHEAD OF GALLO TAKEOVER

Kirin Holdings has unveiled a new US marketing activation for Four Roses bourbon as the brand prepares to move to new ownership under wine giant Gallo. The ‘Meet Me With Four Roses’ campaign will debut in Kentucky during Manhattan Week, co-produced with Carpano Antica Formula vermouth.

Kirin Holdings has launched ‘Meet Me With Four Roses’, a US campaign for its bourbon brand ahead of its sale to Gallo. Debuting at Kentucky’s inaugural Manhattan Week, the activation includes partnerships, giveaways and cocktail promotions, aiming to strengthen community engagement before the ownership transfer completes in mid-2026.  

Kirin Holdings has announced a fresh marketing push for Four Roses bourbon in the United States, just months before the brand changes hands. The campaign, titled ‘Meet Me With Four Roses’, will roll out across 2026 and is designed to deepen consumer engagement through giveaways, partnerships and digital activations.

The initiative will launch in Kentucky at the inaugural Manhattan Week, running from 30 March to 5 April. Co-produced with Italian vermouth brand Carpano Antica Formula, the event will see bars and restaurants across the state serve the ‘Unmistakable Manhattan’ cocktail, showcasing both host brands. A competition will also offer four winners an all-expenses-paid trip to Manhattan.

Kirin confirmed the campaign will be supported by paid social, video, search and streaming audio. Global Drinks Intel has asked whether the activation was developed in collaboration with Gallo, which is set to acquire Four Roses, or if it was already planned prior to the sale.

“Four Roses has long been a steady, trusted presence in the super-premium bourbon category,” said brand director Tracy Thornsberry. “With ‘Meet Me With Four Roses’, we’re stepping forward to connect with the bourbon community on a more engaging scale.”

In January, Kirin agreed to sell Four Roses to Gallo in a deal valued at up to JPY120bn (US$764.5m). The transfer is expected to be completed before the end of June 2026.