When It’s At all times Sunny in Philadelphia stars Glenn Howerton, Charlie Day and Rob McElhenney launched whiskey model 4 Partitions, it was imagined to be a beer.
“We felt we had been uniquely positioned to really authentically carry a celeb model of one thing to the market,” Howerton stated at Adweek X in Los Angeles this week. “We’d seen lots of tequilas, vodkas, high-end celeb manufacturers on the market, and we acquired excited in regards to the concept 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 line with Howerton, McGrath appreciated the concept of a beer, which is why 4 Partitions “introduced a beer aesthetic to a whiskey model.”
“I like beer promoting,” McGrath stated. “The whole lot about the way in which that we’ll construct [Four Walls] can be a beer, aside from the liquid,” noting that the corporate’s spots are a nod to traditional 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 occasions in the way in which that the very best beer manufacturers have,” McGrath added.
When launching the corporate, McElhenney and Howerton took their cues from McElhenney’s enterprise companion 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 stated. “We now have 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 are able to have lots of enjoyable with how we work together with one another within the messaging.”
In launching 4 Partitions, the staff wished to keep away from the pitfalls that might include a celebrity-fronted model, with McElhenney declaring that celeb spirit manufacturers may turn out to be “low-hanging fruit” and that the beverage business is hard to interrupt into.
Leveraging the ability of fandom
To distinguish 4 Partitions, McElhenney and Howerton used the ability of different manufacturers at their disposal, together with Wrexham FC and It’s At all times Sunny in Philadelphia.