The Rise, Removal and Return of Four Roses Bourbon Documented in New BookJanuary 4, 2011
New York, N.Y. (January 3, 2011) – The legend of the whiskey maker who proposed to a Southern belle…One of the first neon advertising signs in New York’s Times Square…The removal of one of the most popular spirits from the United States and its subsequent return…These are some of the stories brought to light in a new book, Four Roses: The Return of a Whiskey Legend, written by Al Young, Brand Ambassador and historian for the Four Roses Distillery.
This book details the history and the people behind the long-time international bourbon brand that vanished from U.S. shelves for 40 years until its more recent resurgence. The coffee-table style book was released in early December and coincides with the 100th anniversary of Four Roses main distillery building in Lawrenceburg, Kentucky.
Four Roses: The Return of a Whiskey Legend tells the tale of “adventure and romance, with a cast of colorful characters any fiction writer would die for,” Young writes in the book’s introduction.
Young began writing the book two years ago. He poured through extensive company archives and memorabilia collections, as well as researched and interviewed outside sources, including relatives of Four Roses founder, Paul Jones Jr.
The book begins with the story of how the Jones family created the Four Roses name and the legend behind the establishment of the brand. From there, it leads into National Prohibition and how the brand came to be the country’s top-selling bourbon of the time, and the acquisition of the distillery’s 10 unique bourbon recipes.
“In addition to Four Roses being the only distillery to produce 10 distinctly different bourbon recipes, the brand’s history is extraordinarily unique,” said Young. “We conquered, we disappeared, and now we’re back.”
In the 1930s, ’40s and ’50s, Four Roses was the best selling Bourbon brand in America. But in the ’50s, then-owner Seagram’s chose to pull Four Roses from the U.S. market to focus on international markets only. In 2002, under new ownership Kirin Brewery Co., Ltd., and at the urgings of Master Distiller Jim Rutledge, Four Roses returned to the U.S., with distribution limited solely to Kentucky. In 2007, the brand began market introductions in states such as New York, New Jersey, Tennessee, Florida and California. Four Roses is currently sold in package stores, bars and restaurants in 39 states with further expansion planned throughout 2011.
“The success of the Four Roses brand is a testament to the quality of the product, the hard-working distillery staff and marketing team, and our steadfastness and belief in what we do every single day to keep the brand flourishing,” said Young.
“The Return of a Whiskey Legend” also compiles photos of historic Four Roses advertisements as well as the present day marketing campaign that catapulted the brand’s domestic return.
“Releasing the book during such a special time as we celebrate the 100th anniversary year of our distillery building couldn’t be more perfect,” said Young. “Four Roses has traveled a long journey and now’s a great time to share our story.”
Four Roses: The Return of a Whiskey Legend is available on Amazon.com with a suggested retail price of $29.95, http://www.amazon.com/Four-Roses-Return-Whiskey-Legend/sim/1935497294/2.