Brain Break: Does Billy Dee Williams Put You in the Mood ... for a Colt 45? No, you didn't drink too much. Lando Calrissian is back to pitch you you dad's favorite malt liquor.

By Dan Bova

Colt 45

Malt liquor sales only account for 2 percent of the more than $25 billion Americans spend on domestic beer, according to an IRI study. And on the list of top seven malt liquor brands, Colt 45 comes in at un-intoxicating sixth. Steel Reserve, Mickey's Olde English, Hurricane and King Cobra all beat it in the race from convenience store fridge to not-so-discerning drinker's mouth.

Pabst Brewing Co. is hoping to change Colt's place in the hearts of high-voltage suds lovers by bringing back its iconic advertising campaign starring Billy Dee Williams. In the teaser to the new campaign, Billy Dee gives his signature promise, "It works every time." (If "it" is a vicious hangover, the man is not lying.)

Now that The Most Interesting Man in the World is on his way to Mars, will Mr. Williams successfully fire up American's thirst for Colt 45? Only time and a series of unfortunate life decisions will tell.

Dan Bova

Entrepreneur Staff

VP of Special Projects

Dan Bova is the VP of Special Projects at Entrepreneur.com. He previously worked at Jimmy Kimmel Live, Maxim, and Spy magazine. His latest books for kids include This Day in History, Car and Driver's Trivia ZoneRoad & Track Crew's Big & Fast Cars, The Big Little Book of Awesome Stuff, and Wendell the Werewolf

Read his humor column This Should Be Fun if you want to feel better about yourself.

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