Matthew McConaughey is making bourbon now

In the most Matthew McConaughey move ever, Matthew McConaughey has become creative director at Wild Turkey bourbon whiskey.

His jobs will include writing, directing and starring in commercials, recording music for the brand’s campaign and even coming up with new Wild Turkey products himself, with a McConaughey edition bourbon very much on the cards.

While ‘creative director’ positions are often created just for the big name (like when Martin Scorsese ‘executive produces’ a film he’s probably had little to no involvement with), in typical McConaughey fashion, the actor is throwing himself into the role.

“I did get more than I bargained for, but in a great way,” Melanie Batchelor, vice president for global spirits, told the New York Times. “Personally, I have been completely overwhelmed with his level of commitment.”

If this news weren’t already great enough, here’s some more choice quotes from the NYT piece, in which McConaughey is astute about both millennials and whiskey:

“They can smell it,” he said in an ominous tone. “Millennials, and I know this for a fact, can smell solicitation. And it’s a turnoff. The best ads are not solicitous.”

“The great news is that Wild Turkey hasn’t changed in all these years — it’s totally authentic. And that appeals to millennials. Because they can smell fake. Some manicured, bearded hipster soliciting them? No, thanks.”

“And millennials don’t want bourbon lite. These people want bourbon, brother!”

You heard the man. These people want bourbon, brother!

It feels appropriate to round off this story with the video of McConaughey spotting Brad Pitt on the balcony opposite in New Orleans and tossing him a beer.