Four Roses bourbon has launched its first-ever consumer advertising campaign.

Looking to target younger whiskey drinkers, the £400,000 digital outdoor and social media campaign is entitled ‘Don’t Mention It’, and will focus on London and Manchester, with further activity planned for 2024.

The campaign includes the reveal of a 7m spray-painted wall in Shoreditch – which was subsequently mock ‘vandalised’ in order to hide the brand name. This theme is being replicated across all digital executions.

Head of marketing at Spirit Cartel Jane Bulankina said: “We’ve managed to build a strong and knowledgeable base of core drinkers for Four Roses. Now the time’s right to speak to a wider, younger, audience – drinkers that like to discover things for themselves and want to be the first amongst their peers to do so. This eye-catching campaign enables just that and is part of our broader work to demonstrate bourbon’s classic, yet relevant, appeal. The profile we’re giving it will encourage more drinkers into the category – and, with bourbon’s mixability and complexity, they’re likely to remain in it.”

Four Roses bourbon (RRP: £25.99/70cl) is available via Amathus, Booker, Enotria, LWC, Matthew Clark Bibendum and Venus.