Four roses adds a fifth rose - print 1965

Where? Not where you can see it...where you can taste it.

We've found a way to make whiskey actually taste good. Not just smoother or lighter. Not just blander or milder. But good. Many a distiller has tried. We've succeeded. The great new taste of Four Roses—that's the Fifth Rose.
It makes our whisley a whiskey you drink because of its taste, not in spite of it. This could change a good many people's ideas about why they drink whiskey. And what whiskey they should drink. Suggestion: just see for yourself how surprisingly good a whiskey can taste.
Also: how surprisingly reasonable a good-tasting whiskey can be. Fact is, Four Roses doesn't cost any more any more. Not one penny more. So now there's no reason in the world why you shouldn't buy Four Roses.

A great new taste deserves a great new bottle, don't you agree?