Iconic brands never tread water. Instead, they make waves. Always in motion, these outfits manage to both honor longstanding tradition and stay ahead of trends via constant innovation.
In the distilling game, Four Roses is one of those brands. The Lawrenceburg label has been at it since 1888, working to help define the American bourbon category. What began as a Kentucky passion project has matured into highly decorated whiskey celebrated by casual consumers and industry types alike.
While some producers chalk up sprawling portfolios, Four Roses has a more calculated approach. The distillery operates under ten distinct recipes crafted from just five proprietary yeast strains and a pair of mash bills. One of their latest offerings is a 100-proof bourbon — the first of its kind for the label that comes after extensive research and development, including the brand’s customary back-and-forth with mixologists and industry folks. It’s a collective approach that ensures that whenever Four Roses does drop new liquid, it soundly hits the mark.
Built With Bartenders in Mind
“The bartender and industry connection is extremely important,” says Abby Martinie. She’s a mixologist and the National Brand Manager at Four Roses. “Having a strong relationship with the trade allows for open and meaningful dialogue. In the bourbon-making process, we prioritize quality, consistency, and transparency. Bartenders value a quality product they are familiar with and can stand by.”
Known as the bartender’s sweet spot, the 100-proof level is a bit higher than the average 80 proof bourbon. The bigger style amplifies flavors and adds dynamism in the shaker tin. “By increasing the proof, it allows for more offerings in traditional bar programming,” says Martinie. “At 100 proof, Four Roses Bourbon’s characteristics are more prominent. Therefore, the flavor is more pronounced in citrus-forward cocktails and can stand up against higher proof modifiers in more spirit forward creations.”
Quality at Every Step
Brent Elliott is Master Distiller at Four Roses. He’s been with the brand since 2005 and garnered numerous awards for his spirits. Along the way, he has gracefully walked the line between bourbon-making tradition and innovation, extending the legacy of the Four Roses name en route. The 100-proof Bourbon very much encapsulates that balancing act.
Since a Four Roses brand refresh in 2023, Elliott’s signature has graced the label of every bottle. It’s a stamp of approval that emphasizes the hands-on approach and pride in every release, set beside the classic rose cluster logo. But it’s about way more than label details. There are rare expressions too, like the recently released Experimental Series No. 001. The micro-batch bourbon was aged in lauded Japanese Mizunara barrels – a special blend designed precisely for the distinctive characteristics of the wood.
Four Roses plays curator and steward over the entire process. Whether that’s sourcing solely non-GMO grains or using the same corn growers for a half-century, the theme is very much consistency and top-shelf quality. Once in the barrel, the bourbons are aged via a unique single-story rack process which eliminates variability and brings harmony to the spirits. At peak maturation, the blending and bottling begins.
Innovation in Every Bottle
“I am a traditionalist when it comes to the straight bourbon category,” says Elliott. “The way we make bourbon today evolved through several centuries of trial and error, and the regulations that have been put into place assure that the iconic category cannot be diluted or fouled.”
Following the rules, of course, does not have to be a mundane act. In spirits, one can both honor the production code while being crafty and inventive. In fact, that’s precisely how you stay ahead of the pack.
“The innovative spirit that helped Bourbon evolve is still alive as people push boundaries,” admits Elliott.
The current Four Roses lineup reflects just that. Take the original bourbon, with its pronounced aromatics and sublime mellow mouthfeel, ideal for all kinds of gatherings. Or, the Single Barrel OBSV, which debuted in 2004 and, as the name suggests, is meticulously assembled one barrel at a time with different releases every year. It’s the complex result of an intrepid mash bill that utilizes more rye than that of most distillers. Or, the Small Batch Select, touting an intriguing herbal-forward flavor profile unlike anything in the category to date.
Last month, Four Roses kicked off the launch of its annual Anthology series with Chapter One: Origin, the brand’s oldest release to date. Inspired by the label’s romantic genesis story, the 21-year-old bourbon offers a tantalizing mix of apricot, spiced mint, creamy oak, and cacao.
“With new and innovative products, the purpose is to engage the consumers,” says Elliott. “The best way to engage is to share the journey – as well as the results.”
The latest Four Roses bourbon range represents a thoughtful statement in the ongoing American bourbon conversation. Blending tradition and innovation, ritual and risk, in different ways, these represent the DNA of the Four Roses brand in bottle form.
This article is sponsored by Four Roses.
