Jesse Bongiovi backs Four Walls Whiskey
Brand incubator Lily Pond Group (LPG) has partnered with Irish-American whiskey Four Walls, co-founded by three of the stars of It’s Always Sunny in Philadelphia.
LPG was established in September 2025 by Jesse Bongiovi, co-founder of Hampton Water Rosé wine and the son of Jon Bon Jovi.
As a brand incubator, the company is said to focus on alcohol producers that resonate in the lifestyle space and with ‘today’s culture-driven consumers’. It offers hands-on guidance in sales, distribution, marketing and operational strategies.
Lily Pond Group’s first partner spirits were announced a month after the company’s launch with Five Springs Infused Bourbon and Mezcal Mezul.
On backing Four Walls, Bongiovi said: “As we continue building Lily Pond Group, we’re focused on partnering with brands that have a strong identity, an authentic community, and a clear cultural point of view.
“Four Walls Irish American Whiskey embodies exactly that. The brand has created something incredibly special by celebrating connection, camaraderie, and 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.”
Four Walls was founded in June 2022 by actors Rob Mac (formerly McElhenney), Charlie Day and Glenn Howerton, who starred together in long-running American sitcom It’s Always Sunny in Philadelphia.
The trio created the brand to celebrate the bar and support the on-trade, or the “four walls that have held our favourite memories in and kept our troubles out,” Howerton has previously said.
The Better Brown – its flagship product – is a blend of grain and malt Irish whiskeys, and American straight rye whiskey from Cedar Ridge, Iowa.
It was designed for shots and classic cocktails. It sits at 40% ABV and has a retail price of US$29.
Since its launch, the brand claims to have doubled volumes year over year, while building traction in on-trade accounts.
Four Walls is also an official sponsor of Welsh football club Wrexham AFC in the UK, which McElhenney co-owns with fellow actor Ryan Reynolds, and who is also involved in the spirits industry through Diageo-owned Aviation American Gin.
The three co-founders said in a joint statement: “We always believed the best moments happen when people come together, share stories, and raise a glass. Four Walls was built to celebrate that feeling.
“From day one, we set out to create something authentic to the culture we love, working closely with bartenders to ensure every detail – from the blend itself to how the bottle feels behind the bar – reflected that vision.
“Partnering with Jesse and LPG feels like a natural fit, and we’re excited for what’s ahead as we continue inviting more people to join the gang and toast ‘to the bar’.”
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