Yesterday, Knob Creek Bourbon debuted its first-ever television ad across the US in an effort to reach a larger audience of whiskey-lovers.

The campaign, which the brand calls "Bookerisms," features the brand’s late creator and sixth-generation master distiller Booker Noe. He kindly tells everyone who's not satisfied with the "big, full flavor" of the bourbon to send back what's left to the distillery, where they'll "drink it for you."

Somehow, we can't imagine that will ever be an issue.

Check out the ad for yourself and read more about Knob Creek's new campaign at The Wall Street Journal.