From the Colt 45 wiki page:
Quote:
The product's slogan during that era, as stated by Williams in his television commercials, was, "It works every time." for which he received much criticism. Williams responded indifferently to the criticism of his appearances in the liquor commercials. When questioned about his appearances he was quoted as saying, "I drink, you drink. Hell, if marijuana was legal, I'd appear in a commercial for that too."