Re: The Four Roses Challenge
I've been thinking about "the Four Roses Challenge", and I think
they're actually in a pretty good position. The writer of the
article obviously took the story and spun it so that it would
make good copy, but in my opinion, the situation isn't nearly
In terms of the feminine image, the answer is obvious: your
advertisements feature the Four Roses logo tatooed on a
muscular arm. Voila.
As to the "checkered past"... well they've got name recognition!
That's often the hardest part! And who remembers what something
tasted like so many years ago?
As to "Four Roses American", the blend: they've got a unique
opportunity here to create a top-shelf blend. Higher proof
white-dog plus bourbon has a lot of possibilities that are
really overlooked today.
I'd love to be the one doing product development and marketing
for Four Roses.