Beam Inc has launched the third instalment in its online “Make It” campaign for Sauza Tequila, adding a cowboy to the previous fireman and lifeguard characters.

"Make It With A Cowboy” launched with three videos on YouTube yesterday (21 April), one of which can be viewed above. Also included in the year-long campaign will be digital and social content such as YouTube tutorials on cocktail making, Instagram videos and Pinterest boards, Beam said.

"For our third instalment of the Sauza "Make It" campaign, we are excited to introduce our brand fans to the Sauza Cowboy and continue to build upon the successes of our two previous campaigns," said Gary Ross, senior brand director Tequila at Beam.

Beam said the "Make It With a Fireman," campaign included the 15th most-watched YouTube ad of 2012. Together with last year's "Make it With a Lifeguard" campaign, the series has generated about 18m views.

Suntory Holdings announced today that it is to complete its takeover of Beam next week.