LOS ANGELES, March 28 (UPI) -- Billy Dee Williams will be reprising his role as the spokesman for Colt 45 in a new wave of advertisements for the alcoholic beverage.
Williams originally starred as the malt liquor's brand ambassador for five years starting in 1986.
New advertisements as part of a new TV, print and online marketing campaign will bring back the Star Wars star and its classic tagline of "It works every time."
"The world moves fast, but change isn't always a good thing when you got it right the first time around," he says in a voiceover in the a new commercial posted by the New York Daily News. "Because sometimes a true original doesn't need to change a thing. It works every time," Williams continues before pouring himself a glass of Colt 45.
Speaking with USA Today, Williams explained how excited he was to return and defended Colt 45's famous tagline which has been criticized for hinting at the drink's ability to quickly get women intoxicated.
"You are always going to have people criticizing, in one way or another, for their own personal reason," he said while attending a science fiction convention in Amsterdam. "But I never felt that Colt 45 or any other beer for that matter was anything that was detrimental to anyone's wellbeing."
Colt 45 is known for containing a higher alcohol level, 5.6% as compared to other beers and has famously been sold in large sizes such as a 40 ounce bottle.