Advertising is a tricky game at the best of times, but I don’t think there’s a single person on the planet who believes Nick Offerman as the official spokesperson for Lagavulin Scotch Whisky is anything other than an absolute stroke of genius.

Building on Ron Swanson‘s documented love of brown liquors, Offerman has been serving as Lagavulin’s public face for a solid couple of years now, and their unique spin on selling the product has been nothing short of a masterstroke.

Around this time last year the good folk at Scotland’s finest distillery gifted unto us all the precious gift of a video in which Offerman sat silently in front of a roaring open fire, sipping scotch and enjoying the comfort and contentedness. It was wonderful, and oddly soothing.

This year the whisky drinkers have one-upped themselves by… well, more or less doing the same thing.

This year’s video features Offerman ringing in the New Year by quietly enjoying a sweet, smoky glass of Lagavulin in front of the actual distillery, as the clock ticks down to midnight and a raging party gathers behind him.

It’s… oh my god, it’s wonderful.

Sync that bad boy up to the actual time come December 31 and have the first thing you see in 2017 be Nick Offerman’s warm, gentle nod of approval.

Try having a bad year after coming in to a new one *that* hot.

Source: Lagavulin/YouTube.