Bushmill’s isn’t the only whiskey brand attempting to promote male bonding via YouTube. Chivas Regal has teamed up with the Esquire Network for a 12-part series titled ‘Brotherhood‘ about what it means to be a modern man with modern man friends.

The first episode features four friends who have gone on to different professions. There’s a chef, a designer, a musician, an artist, and one big-name entertainer: Jason Sudeikis. While he receives equal screen time to his fellows, Sudeikis brings a certain star power to the project.

After watching the pilot, I’m still unsure what the whole point is. Brotherhood seems honest (especially for a branded series), but the format doesn’t convince me that I should care about the spotlighted group of bros. Perhaps Sudeikis fans will enjoy a look inside the life of the SNL cast member, but even might be better off watching the other branded video Sudeikis recently starred in.

The series features all of the qualities that a whiskey brand would want to promote: camaraderie, conversation, and copious consumption of alcohol. It may be a little too simple-minded to be worth following, but it has 11 episodes to right its ship.

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