Four Roses: Speakeasy

by Jen Kamolwan

Amplify created ‘Speakeasy', a brand platform aimed at introducing Four Roses Bourbon to a new stylish and creative audience. Working in partnership with Clash Magazine, aspirational talent where selected to curate a series of events across London, driving trial of the product and educating influencers about the brand.

Venues across East London were chosen to ensure an intimate feel with Trojan Soundsystem taking over The Britannia, Johnno Burgess headlining Dalston Superstore and Bill Brewster overseeing The Camp. Branded dollar-bills also allowed guests to enjoy a free Four Roses and ginger ale or coke, served in a jam jar, adding to the illicit feel of the nights.

An amplification campaign supported the events, with all of the talent using their social networks to drive awareness and the Clash media partnership providing editorial presence online. The estimated reach for the campaign was over 700,000.