The founders of Four Walls have agreed to partner their Irish-American whiskey with brand incubator start-up Lily Pond Group.
The brand, co-created by actors Charlie Day, Glenn Howerton and Rob McElhenney, will sit in the portfolio of New York-based Lily Pond, set up and led by the co-founder of Hampton Water Wine Co and its namesake French rosé brand – and son of musician Jon Bon Jovi – Jesse Bongiovi (above). Framed as a partnership, specific details such as what the arrangement will entail or whether any financial aspect was involved, were not disclosed.
Lily Pond already provides sales, distribution, marketing and operational support for Hampton Water as well as the Five Springs infused bourbon and Mezul mezcal marks.
“As we continue building Lily Pond Group, we’re focused on partnering with brands that have a strong identity … and a clear cultural point of view,” said Bongiovi. “Four Walls Irish American Whiskey … has created something incredibly special by celebrating … the timeless culture of the bar—values that resonate so deeply with today’s consumers.
“We’re excited to work alongside the team as they continue building momentum and taking the brand to the next level.”
Late last year, the three actors, all of whom appeared together in comedy series It’s Always Sunny in Philadelphia, fronted a marketing activation in the US for Four Walls that also included assets that ran at Wrexham AFC, the soccer club in Wales co-owned by McElhenney with Ryan Reynolds. The brand is a blend of Irish whiskey with American rye, “making it smooth enough for shots and bold enough to hold its own in classic cocktails”.
