Global Brands has revealed that its award-winning Kentucky Straight Bourbon Whiskey, Four Roses is an official partner of Blues Fest 2012, the Soul and Blues festival with a line-up that includes Van Morrison and Tom Jones.
Four Roses signature drinks will be served in branded jam jars at each gig as part of the sponsorship, and this delivery has contributed to Four Roses’ current +32% growth in the UK, the company said. Four Roses branding will also be visible in all Blues Fest 2012 advertising and press.
Company marketing director, Simon Green, said: “We’re keen to raise the profile of Four Roses in the UK, and the association with Blues Fest 2012 allows us to do this in a unique and credible way.
"Four Roses is an iconic American brand known for its mellow taste profile and connection to the increasingly fashionable Prohibition era, so links with Blues music, which is recognised the world over for being cool, relaxed and American, is ideal for the brand."
Source: Global Brands