Wild Turkey 'Creative Director' Matthew McConaughey Celebrates Bourbon in New Short Film

Matthew McConaughey’s Civil War drama Free State of Jones failed to ignite moviegoers’ interest this past June. But the McConaissance continues unabated, thanks to an impressive slate of upcoming projects, including voice work in Kubo and the Two Strings (August 19) and Sing (Dec. 21), as well as starring roles in this fall’s award-courting Gold (Dec. 25) and January 2017’s eagerly anticipated Stephen King adaptation The Dark Tower. Still, as evidenced by a new short film that he spearheaded (watch it above), the project that’s close to his heart is the one about an all-American beverage: bourbon.

Related: Watch Matthew McConaughey and Charlize Theron Chat Up ‘Kubo and the Two Strings,’ Talk Up ‘Fast 8’

In a new six-minute video that begins on the banks of the Kentucky River, McConaughey discusses his new role: “creative director of the new Wild Turkey campaign.” Not content with just being a celebrity endorser, McConaughey explains that he sought out his latest gig because he “found a story here…that I think deserves to be told.” That tale involves the history of Wild Turkey, which for three generations has been manufactured by the Russell family.

The actor jokes around with the Russells about which family member boasts the finest taste buds (the verdict: 82-year-old master distiller Jimmy Russell) and gets a chance to taste some of Jimmy Russell’s rare Prohibition-era private stash. Throughout, McConaughey — who’s also been a pitchman for Lincoln cars — uses his short to expound upon his love of bourbon. “The great news is that Wild Turkey hasn’t changed in all these years — it’s totally authentic,” McConaughey told the New York Times about his new endeavor. “And that appeals to millennials. Because they can smell fake. Some manicured, bearded hipster soliciting them? No, thanks.”

Related: Matthew McConaughey Teaching Filmmaking Course at University of Texas

If you like bourbon — or just the sound of McConaughey’s southern drawl — you’ll find much to enjoy about the star’s newest project.

Watch the latest trailer for ‘Sing,’ featuring the voice of Matthew McConaughey: