When It’s All the time Sunny in Philadelphia stars Glenn Howerton, Charlie Day and Rob McElhenney launched whiskey model 4 Partitions, it was speculated to be a beer.
“We felt we have been uniquely positioned to truly authentically convey a celeb model of one thing to the market,” Howerton mentioned at Adweek X in Los Angeles this week. “We’d seen a number of tequilas, vodkas, high-end superstar manufacturers on the market, and we bought excited concerning the thought initially of presumably doing a beer.”
The trio settled on whiskey after fellow co-founder Casey McGrath identified that one of many largest prices related to a liquid is delivery.
However in keeping with Howerton, McGrath preferred the concept of a beer, which is why 4 Partitions “introduced a beer aesthetic to a whiskey model.”
“I really like beer promoting,” McGrath mentioned. “All the things about the way in which that we’ll construct [Four Walls] will likely be a beer, aside from the liquid,” noting that the corporate’s spots are a nod to basic beer promoting through the years.
“4 Partitions could be very a lot from an promoting standpoint, a beer model. It’s about celebrating the nice instances in the way in which that the perfect beer manufacturers have,” McGrath added.
When launching the corporate, McElhenney and Howerton took their cues from McElhenney’s enterprise associate Ryan Reynolds, who purchased Aviation Gin in 2018 earlier than promoting it to Diageo for $610 million.
“[Reynolds] inspired us to lean all the way in which in and making enjoyable of ourselves, however by no means the product,” McElhenney mentioned. “We’ve got a model of comedy that works very properly with that. Let’s ensure that we create a very nice product that all of us love that we might drink in order that it feels genuine, after which we will have a number of enjoyable with how we work together with one another within the messaging.”
In launching 4 Partitions, the group wished to keep away from the pitfalls that would include a celebrity-fronted model, with McElhenney stating that superstar spirit manufacturers may change into “low-hanging fruit” and that the beverage business is hard to interrupt into.
Leveraging the facility of fandom
To distinguish 4 Partitions, McElhenney and Howerton used the facility of different manufacturers at their disposal, together with Wrexham FC and It’s All the time Sunny in Philadelphia.