Despite promises from its new owners that things will proceed business as usual, there appears to be some big changes afoot at Beam Inc. since it was absorbed by Japanese firm, Suntory Holdings Ltd., this past January.

In the wake of the acquisition, we’ve seen the all-American whiskey manufacturer roll out its first ever single barrel bourbon, and an extra-aged, limited-release from its boutique label Booker’s.

Now the company is putting a new face on its iconic flagship product, Jim Beam. And that new face is none other than Mila Kunis.

The pretty, pint-sized star of Black Swan, Forgetting Sarah Marshall, and of course, TV's That '70s Show who was named Esquire's "Sexiest Women Alive,” FHM's "Sexiest Woman In The World,” and Details' "Most F**kable Celebrity,” is quite a departure for the typically blue-collar brand. Last time Beam tapped a celebrity to shill for its whiskies, it chose Kid Rock.

Adweek calls the campaign a “nice move” to appeal to the millennial market. And no doubt, the infusion of femininity softens the bourbon’s historically macho image.

In the first of a series of new ads popping up this week that reinforce the tagline “Make History,” Kunis walks and talks through a montage that traces Jim Beam’s 200 years. In another she wields a red hot branding iron to make her mark on a barrel of bourbon.

Check out both ads, plus some other related shorts created to support the campaign below.