Irish American whiskey Four Walls celebrates the end of Dry January—along with its expanded distribution—in the way it knows best: taking shots on a Wednesday afternoon.
Charlie Day, who founded the brand with It’s Always Sunny in Philadelphia co-stars Glenn Howerton and Rob McElhenney, appears in the latest video, aptly named “Day Drinking.”
While cautioning fans against too much of a good thing, Day encourages a cocktail while the sun shines, “while the suckers scramble around, rushing at rush hour, lunching at lunch hour and waiting to be happy at happy hour.”
The ad, from the brand’s in-house creative team, drops as Four Walls has reached 40-plus states through its own DTC channel and ecommerce sites ReserveBar, Flaviar and Caskers. In physical retail and bars, the brand has added New Jersey, Maryland, Delaware and Washington D.C. to its fall launch in Pennsylvania, New York, Californian and Florida.
“Day Drinking,” under the ongoing marketing tagline “Come On In,” follows other cheeky spots like “Origin Story,” “On the House” and “Another Celebrity Spirit Brand,” and it features a retro-jingle before the end of the spot.