Step into the world of Four Roses Distillery, where each bottle of bourbon is more than just a drink – it's a story. Founded in 1888 by Paul Jones Jr., Four Roses has a legacy steeped in romance and tradition. From its humble beginnings in Louisville, Kentucky, to its modern-day status as a global icon of bourbon craftsmanship, Four Roses has remained true to its roots while embracing innovation.

With a range of award-winning bourbons, including the iconic Four Roses Bourbon, the small-batch perfection of Four Roses Small Batch, and the rich complexity of Four Roses Single Barrel, each sip is a journey through time and taste. Join us as we talk to Brent Elliott, Master Distiller, and explore the history, the process, and the passion behind Four Roses Distillery, and discover why every bottle is crafted with love.

Can you tell us about the founding of Four Roses Distillery and how it has evolved over the years? What inspired the name "Four Roses" and how does it relate to the brand's history?

We were founded on a captivating love story that took place a little over 135 years ago when founder Paul Jones Jr. proposed to a Southern belle who then promised to wear a corsage of roses to the upcoming grand ball if she were to accept. She arrived at the grand ball wearing a corsage of four red roses which later inspired him to name the bourbon brand after her.

Image: Brent Elliott, Master Distiller and Four Roses Distillery

We weave the passion of this love story into everything that we do, especially when it involves creating our bourbons. This also involves finding new ways to meet the industry and consumers where they are, while staying true to our roots. Last year we celebrated our 135th anniversary by announcing a global brand refresh - our first update in nearly two decades. When deciding to do the refresh, we wanted to ensure our updated visual identity presented a more modern look and feel while still allowing our iconic brand identifiers, such as the rose cluster, to shine through, and we’re extremely happy with the end product. - Brent Elliott, Master Distiller 

What sets Four Roses' production methods apart from other bourbon distilleries?

Our main differentiator is that we utilize two mashbills and five yeast strains to create our ten unique bourbon recipes. These ten recipes are then used to make our four core expressions, our private barrel selections, and our annual Limited Edition releases. Our aging process is also unique in that we are one of the few distilleries that uses single-story rack warehouses to minimize temperature variations and provide a more consistent maturation process.  - Brent Elliott, Master Distiller

Image: Brent Elliott at their single-story rack warehouses.

What strategies have been key to the brand's growth, especially in international markets?

We are an authentic brand that creates bourbon that is not only high quality but accessible and consistent. When it comes to international growth, we strive to connect with our long-term Four Roses fans while also reaching a new generation of bourbon drinkers through conscious efforts to enhance brand awareness among our target consumers. Our annual limited edition release is a great example of us creating something new while still utilizing the proprietary Four Roses recipes, keeping our loyal consumers engaged. We are seeing more customers turn towards these premium coveted releases in the ever-growing bourbon and whiskey category, so it's great to be able to meet those needs while still enhancing our brand’s premium appeal. - Four Roses team 

Can you walk us through the different bourbon expressions that Four Roses offers?

We pride ourselves on our diverse range of expressions, each meticulously crafted to offer something unique for bourbon fans no matter their taste: 

- Firstly, there's our Four Roses Single Barrel. With this expression, I hand-select each barrel, focusing on maturation and taste to ensure a complex, full-bodied bourbon with a smooth, enduring finish.

- To craft our Four Roses Small Batch, I bring together four distinct bourbon recipes chosen at the pinnacle of maturation. This careful selection process results in a bourbon renowned for its exceptional balance.

- For our Four Roses Small Batch Select, I blend six of our 10 bourbon recipes to produce a premium, non-chill filtered bourbon. The result is a truly distinctive, herbal-forward flavor profile that sets it apart from many other bourbons in the category. 

- And finally, our classic Four Roses Bourbon is crafted from a blend of our 10 distinct recipes. I often characterize this bourbon by its smooth and mellow feel and its versatile taste profile. - Brent Elliott, Master Distiller

Image: Four Roses Product

How do you see Four Roses contributing to the broader bourbon industry, both historically and in the present day?

Four Roses has been a part of the fabric of this industry since before Prohibition. We are one of the few bourbon brands that survived the time!

However, the bourbon industry today has changed. Recent reports show that premium spirits, specifically in the whiskey and tequila category, are leading the charge more than ever. While here at Four Roses we pride ourselves on producing quality bourbon at accessible prices, we also cater to the growing consumer demand for more premium offerings through our annual limited edition release. Each year, I have the honor of crafting our limited edition bourbon that has become extremely sought after by the bourbon enthusiasts of the world. I think it’s extremely important for bourbon brands in current times to evolve with the industry and I think here at Four Roses we can do this while still staying true to our founding heritage. - Brent Elliott, Master Distiller

How does Four Roses engage with the local community and support sustainability efforts? Can you share any initiatives or practices that demonstrate Four Roses' commitment to environmental responsibility?

Every year, we organize the 'Salt River Cleanup,’ a meaningful event where all our employees come together for a day of service dedicated to preserving the riverbank just outside our distillery by removing debris. We feel this act of service is our duty as the Salt River not only serves as the essential water source for our bourbon production but also positively impacts the broader community that benefits from this natural water source. In addition to our day of service, we also sponsor several local events in Kentucky such as BourbonCon and the Bourbon Classic Festival. - Brent Elliott, Master Distiller

What can we expect from Four Roses in the future, in terms of new products or initiatives? Can you tell us about any recent innovations or developments at Four Roses, such as new products or expansion plans?

Image: Four Roses, The Ten Recipe Tasting Experience

We are always looking to innovate and engage our loyal consumers with new products and company growth. Just last year, we launched our Ten Recipe Tasting Experience Kit, giving bourbon enthusiasts an inside look into all ten of our recipes at once for the first time. We also craft our Limited Edition Small Batch each year which combines a selection of these ten unique recipes to ensure we are always bringing innovative products to market. We are looking forward to what 2024 will bring as well! - Brent Elliott, Master Distiller

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Conclusion:

As Four Roses Distillery celebrates 135 years of excellence, it stands as a beacon to the past, the present, and the future of bourbon-making. With a renewed commitment to quality, a refreshed brand identity, and an unwavering dedication to the craft, Four Roses continues to be a shining example of what bourbon should be, one that continues to bring joy to bourbon lovers around the world. 

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network