Jose Cuervo has recruited actor Kiefer Sutherland to front its latest advertising push in the US.

The Tequila brand, which is owned by the Beckmann family, has launched the campaign in the country this week. Sutherland appears in a 30-second ad, which can be viewed above.

Financial details behind the push were not disclosed.

The campaign also includes magazine and digital advertising, with a social media “pre-launch effort” inviting consumers to share their stories using the Twitter hashtag #Cuervostory.

The sales, distribution and marketing of Cuervo in the US is handled by the Beckmann-owned Proximo Spirits division. The Beckmanns have been revising the distribution of Cuervo outside of Mexico since the collapse of talks with previous distributor Diageo last year.