Sparking Genuine Curiosity to Get a New Generation Excited About a Hidden Gem

Alcohol
CPG
Food & Beverage

The Challenge

Four Roses bourbon was a hit with the top bartenders in the UK, but it had low awareness among most consumers.

The Opportunity

The rise of the "Discovery Generation" presented Four Roses with a unique chance to connect with a new wave of consumers who value curiosity and originality.

The Outcome

By intentionally hiding the Four Roses name, we tapped into the core of the "Discovery Generation," boosting brand awareness by an impressive 31%.

From Kentucky to the UK: Vivaldi's Journey with Four Roses Bourbon

Spirit Cartel saw a chance to take advantage of whisky drinkers’ growing interest in trying new things and push Four Roses as a top choice. The aim was to make it the drink for a new generation. Our research showed that this group, which we called “The Discovery Generation,” picked their drinks not just for the taste but as a way to show their style.

We needed to make Four Roses a true symbol for people who didn’t want to follow the crowd but saw themselves as curious and stylish.

Through smart use of out-of-home ads, digital, and retailer data, we built a connected ecosystem that brought this opportunity to life to connect with the

“Discovery Generation”. This group thrives on the thrill of finding something new, and the more elusive the discovery, the more rewarding it feels. Vivaldi saw an opportunity to lean into this mindset. By creating a campaign that embraced discovery at its core, we could transform Four Roses into a symbol for those seeking more than just a drink—they wanted an experience.

By playing with the brand’s distinct assets and keeping its name hidden, we sparked intrigue and made the act of finding Four Roses a discovery in itself. Our integrated approach across paid, owned, and earned media linked on-trade with consumer-facing communications.

Instead of making the logo bigger or shouting for attention, we let the intrigue grow by covering the brand, turning Four Roses into a hidden gem that felt even more special when found.

This strategy resonated perfectly with the British audience, who thrive on the thrill of uncovering something unique. By not overtly pushing the product, but instead teasing its presence with “Don’t mention it,” we allowed consumers to feel like they were in on a secret—making the discovery of Four Roses more personal and meaningful.

The Result

A significant lift in awareness and a deeper connection with a new generation of whisky drinkers, proving that sometimes less really is more when it comes to capturing attention.