• by Teresa Buyikian , Yesterday

Funny man John Mulaney is known for comedic routines that often include anecdotes from his hard-drinking past. Now the four-year-sober Mulaney is lending his wry humor to a new campaign for Years, a non-alcoholic beer brewed in the Midwest.

The brand has launched the campaign in time for Sober October, the yearly month of abstinence popularized on social media.

A :30 video spot, seen here, has Mulaney relaxing on a chaise in his yard, surrounded by cans of Years Beer. He tells the story of his wife arriving home to find him “pounding” cans of Years, proceeding to chastise him for breaking his sobriety. “Relax,” he responds. It’s Years. It’s got a kinda Chicago-Michigan-Wisconsin type feel to it. That’s why I like it.”

The campaign, created in collaboration with Mulaney, includes social content, paid media, and in-store activations

“I started Years to prove that alcohol-free living is about more, not less — more fun, more connection, more life and zero hangovers. Years is about great beer, real connection, and celebrating a life well-lived,” says Years NA co-founder Pat Corcoran, in a release. “Partnering with John was an easy choice; his story is inspiring, and after getting to know him, I can say he’s the real deal.”

Years NA is available in retail locations across the Midwest, as well as on the West Coast and in Texas and online at YearsBeer.com. The brand is currently sold in Pilsner and Pale Ale styles, with the new “Wit” (Belgian wit bier) to launch soon.