The “underground” music events have been developed by brand experience agency Amplify to boost Four Roses’s position in the UK.
The Speakeasy themed events tie in to Four Roses’ heritage as a popular post-prohibition bourbon.
The events will be held in venues across East London throughout the summer with detailed information about times and venues to be “leaked online” as the events approach.
Tickets to the one day mini-festival and two evening events will be available through online competitions and advertorials in the music media. The brand hopes to build up word of mouth buzz among online networks and the music community.
The partnership is expected to be the first in a series of joint ventures combining the brand with music knowledge to “deliver impactful cross-channel music experiences.”
Stuart Ekins, sales and marketing director at Four Roses parent group Inspirit, says: “Amplify, working with Clash Magazine, are creating the perfect vehicle to build the brand in the UK as ’the’ bourbon to be drinking for the discerning music lover.”