• by Danielle Oster , October 5, 2023

Three of the “It’s Always Sunny in Philadelphia” gang are starting a whiskey company.

After the brand was introduced as a limited-edition release supporting the bartending community, Four Walls -- the Irish American Whiskey brand founded by Charlie Day, Glenn Howerton, and Rob McElhenney -- is rolling out at bars across the country, as well as through the brand’s website. The name is an homage to the four walls of the bar  “the gang” calls home on the long-running sitcom

"We wanted to create a brand celebrating the four walls that have held our good times in and kept our troubles out,” Howerton explained in a statement.

"The three of us have come up with some of our best ideas and had some of our most memorable nights out together in unassuming rooms where great bartenders made us feel like a million bucks when we probably didn't have a hundred between us,” McElhenney added. "That is the power of a great bar -- when your favorite people are there, your favorite bartender is working, and a great song is playing. Nothing can beat that good time, and that's what Four Walls is all about."

One ad introducing the brand stars Day and Howerton and presents Four Walls as  “Another great idea, born at the bar,” when Howerton spills some of his American rye whiskey into Day’s smooth Irish whiskey, with pleasing results.

Naturally the (presumably fictional) origin story for the brand, which highlights a point of differentiation, benefits from the two veteran comedic actor’s delivery -- while parodying old -school advertising tropes. Another spot stars all three “It’s Always Sunny” stars and makes a case for yet another celebrity spirits brand, while playfully talking about their own achievements in the process.

The trio will bring their marketing chops for the brand to their upcoming live podcast tour, which includes a performance at New York’s Radio City Music Hall Oct. 13 and 14. In line with the brand’s original mission, they’re also offering a series of brand merchandise on their website and donating the proceeds from select items to Tales of the Cocktail Foundation, a nonprofit dedicated to the education, advancement and support of the global cocktail community.