Here's an interesting article on Four Roses' efforts to go premium in the U.S.

First, we all applaud Jim Rutledge's effort to bring the single barrel to Kentucky --but if Kirin wants a 'national' premium shelf presence, they are going to have to distribute it across the nation, not just KY.

The article says they aren't concentrating on the 'traditional' bourbon drinker, rather they are going after the 'cocktail' crowd.

If they would just put that effort and money into marketing their incredibly smooth ultra premium and single barrel offerings, they'd surely win over many of the cocktailers they are trying to recruit in the first place. And they'd take a bite of the Makers Mark and lighter whiskeys crowd.


Edit - Edited the URL so it works