TX Whiskey, the brand behind TX Blended Whiskey and TX Straight Bourbon, announced the launch of its new campaign to highlight their Texan roots starring award-winning actor and producer, Scoot McNairy.

According to a press release, the new campaign, created by Tombras and starring McNairy, includes multiple video assets with the tone throughout evoking a challenger mindset with Texan edge. This partnership marks the first celebrity collaboration in the brand’s history and includes various activations to further its mission to connect and inspire people through whiskey.

Known for his work in True Detective, Halt and Catch Fire and Narcos, McNairy was chosen by TX Whiskey because of his Texas authenticity and like-minded appreciation for the state. Hailing from the Lone Star State, McNairy fully embodies the principles all Texans stand for: courage, generosity, hospitality, independence and loyalty, the press release said. 

“With TX Whiskey in double digit growth for the past eight years, we are excited to punctuate its sustained success with its first big marketing campaign, ‘Our Whiskey, Our Way,’” Pam Forbus, CMO of Pernod Ricard USA, said in a news release. “As a Texan transplant myself, I know there is a tremendous amount of pride in being a Texan and we feel we really tapped into that Texas authenticity with this campaign. We want our consumers to see the big ‘TX’ on our bottle and wear that as a badge of pride – a whiskey founded in their home state that they can be proud to have.”

Added McNairy, “I believe that people come together when we stretch ourselves beyond our community. As Texas is ever-changing, we’re constantly welcoming new communities to our state. I want to share a Texas rooted brand with the world, giving them something to remember us by, something that brings us together and ultimately enjoying a whiskey made by Texans that value hospitality for all. After all, sharing a drink with your neighbor is the Texas way.”

McNairy can currently be seen playing a pivotal role in the highly anticipated Mike Mills film, “C’Mon C’Mon,” starring Joaquin Phoenix and Gaby Hoffman. He also reprised his role as the series lead in the third and final season of Netflix’s Narcos: Mexico and recently completed shooting the Sony feature “Lyle, Lyle Crocodile” opposite Javier Bardem, directed by Will Speck and Josh Gordon.  He also just wrapped a starring role opposite Mila Kunis and Finn Wittrock in the Netflix film “Luckiest Girl Alive.”

On the production side, McNairy formed The Group Films with John Pierce, and they are currently in production on McNairy’s directorial debut. Previously they produced the indie film “Frank and Cindy,” starring Rene Russo and Oliver Platt.