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 have been uniquely positioned to really authentically carry a celeb model of one thing to the market,” Howerton mentioned at Adweek X in Los Angeles this week. “We’d seen plenty of tequilas, vodkas, high-end movie star manufacturers on the market, and we bought excited in regards to 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 line with Howerton, McGrath appreciated the thought of a beer, which is why 4 Partitions “introduced a beer aesthetic to a whiskey model.”
“I really like beer promoting,” McGrath mentioned. “Every little thing about the best way 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 traditional beer promoting through the years.
“4 Partitions may be very a lot from an promoting standpoint, a beer model. It’s about celebrating the great instances in the best way that one of the best 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 best way in and making enjoyable of ourselves, however by no means the product,” McElhenney mentioned. “We now have a model of comedy that works very properly with that. Let’s be sure that we create a very nice product that all of us love that we’d drink in order that it feels genuine, after which we are able to have plenty 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 might include a celebrity-fronted model, with McElhenney declaring that movie star spirit manufacturers might 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.
