Billy Dee Williams, having gained a great deal of popularity in the '80s as the actor who portrayed Lando Calrissian in the Star Wars movies The Empire Strikes Back and Return of the Jedi, was also briefly the official spokesperson for the curiously celebrated malt liquor Colt 45. He used the catch-phrase slogan "Colt 45 -- works every time."
His sponsorship has been referenced (but by no means immortalized) in the song 7-11 by Lionel Ritchie's Head: "Like Billy Dee, the master of jive / I've got a forty of Colt 45."
Any Star Wars fan worth their salt should know several jokes or parodies involving Lando and Colt 45. For example:
Darth Vader: Calrissian, take the princess, the Wookiee, and the Colt 45 to my ship.
Lando: This deal is getting worse all the time!