• by Fern Siegel , June 15, 2026

Four Roses Distillery named Proof Advertising as its creative agency of record after a competitive review. 

The Austin, Texas-based agency will lead creative strategy and campaign development. First work breaks in early 2027.

Proof will also direct media strategy for Four Roses. Horizon, which handles media duties for E. & J. Gallo Winery, its owner, will oversee all media buying and placement.

“Four Roses has over 135 years of history, a one-of-a-kind production process and a story that is relatively unknown,” said Bryan Christian, Proof CEO. “The opportunity isn’t to reinvent the brand. It’s to finally let the world in on what makes it so special.”

The account was previously held by Publicis-owned Twin Oaks, which participated in the review.

Tracy Thornsberry, brand director, Four Roses Distillery, added: “Proof demonstrated a clear strategic point of view and a strong understanding of our brand from the outset. We’re excited to see that vision translate into meaningful brand growth.”

Established in 1888, Four Roses produces 10 distinct bourbon recipes, with distilling operations in Lawrenceburg, Kentucky. The brand was named World’s Best Single Barrel at the World Whiskies Awards in 2023 and 2024.

Kentucky's bourbon and distilled spirits industry reported $10.6 billion in economic impact in 2025, according to the Kentucky Distillers Association. The state produces 95% of the world’s bourbon.

Proof's clients include Subway, Travel Texas, Champion Energy and Hangry Joe’s Hot Chicken & Wings.