Four Walls Whiskey Appoints Industry Veteran Malte Barnekow As CEO

March 5th, 2025  - Four Walls Irish American Whiskey, founded by Glenn Howerton, Rob McElhenney, and Charlie Day, has quickly captivated bartenders and whiskey fans since launching. Now, the brand is entering its next phase with the appointment of seasoned spirits industry leader Malte Barnekow as CEO.

Barnekow brings a wealth of experience to Four Walls, having built Ford’s Gin from the ground up and successfully led its acquisition by Brown-Forman. He also served as President of Casa Azul Spirits during a period of significant growth and most recently co-founded New York Cocktail Company, an RTD brand that saw exponential sales growth within its first two years.

“Four Walls has an incredible brand foundation thanks to its founding team, which has built a whiskey with real purpose and cultural resonance. In what has been a challenging year for the industry, they’ve created something truly special, and I’m excited to lead the brand into its next phase of commercial growth,” said Barnekow.

This leadership expansion comes at a pivotal time for Four Walls Whiskey. Casey McGrath, the brand’s Creator and Interim CEO, was recognized by Ad Age as a Top 10 Breakout Brand Leader for the brand’s “Come On In!” launch campaign. McGrath shared, “What Four Walls stands for means so much to me and our growing bar community. From day one, our mission has been to celebrate the spaces where connections happen, and we’ve been fortunate to build something that truly belongs to bartenders and whiskey drinkers alike. Malte is the perfect person to build on that success and take Four Walls to the next level.” Co-founders Howerton, McElhenney, and Day added, “We’re thrilled to have someone with Malte’s expertise join us. It’s an exciting time for the brand, and we’re looking forward to what’s ahead.” 

In addition to Barnekow’s appointment, Four Walls has announced several key staff updates. Andrew Brimer, who has led commercial and trade strategy since Four Walls’ mass launch in October ‘23 and previously held senior roles at Pernod Ricard and Southern Glazer’s Wine & Spirits, has been named Chief Commercial Officer. Ashley Purdum, a founding team member who has led marketing and communications since the brand’s inception, has been named Chief Brand Officer. Purdum will continue to shape Four Walls’ award-winning marketing and partnership initiatives, collaborating closely with Rob McElhenney’s More Better Industries.

Four Walls has seen significant early traction in the market. In addition to strong on-premise performance and bartender adoption, the brand has secured placements with key retail and regional grocery partners, including Total Wine & More, ABC Spirits, Albertson’s, Vons, Pavilions, Rouse’s, Raley’s, and more. This month, Publix and Whole Foods will also begin carrying Four Walls, marking another major milestone. Following a high-profile introduction to the Louisiana market during the Super Bowl, Four Walls is also expanding into Texas this month, with additional states planned throughout the year.

Fans can stay updated on upcoming events and new markets by becoming a “regular” and following  @FourWallsTheBetterBrown on Instagram, @TheBetterBrown on X, or by visiting FourWallsWhiskey.com to sign up for the newsletter.

About Rob, Charlie & Glenn 

Rob McElhenney, Charlie Day, and Glenn Howerton have always had a knack for crafting fine things together. Like a fine whiskey, their collective work has only gotten richer and intensified its distinct flavor through the years. As award-winning writers, producers, and actors, they've collaborated on a number of projects, including sixteen record-breaking seasons of It’s Always Sunny in Philadelphia, and as friends, they've collaborated on a number of great nights out. Four Walls Irish American Whiskey is their way of sharing those good times. 

About Four Walls Whiskey

Four Walls is an award-winning Irish American Whiskey brand from Rob McElhenney, Glenn Howerton, and Charlie Day that is a tribute to the four walls the gang calls home - the bar. Made from grain and malt Irish Whiskies blended with bold American Rye, The Better Brown is smooth enough for shots but bold enough to stand on its own in classic cocktails, a true utility whiskey for both real bartenders and those who play the part on TV.  A proud partner of Wrexham AFC, Four Walls is currently available via e-commerce in the U.S., physically in bars and stores throughout PA, NY, CA, FL, TX, LA, NJ, MD, DE, D.C., and is heading to a location near you soon. Four Walls encourages its drinkers to enjoy The Better Brown responsibly.