Chivas Regal is off and running with its first-ever branded Web video series called “Brotherhood” through on the new Esquire Network’s website; the recent NBC Universal initiative is hoping to leverage the iconic Esquire brand in the world of cable TV and digital media.

Featuring Saturday Night Live alum Jason Sudeikis in a cast of five real-life “cool” guys in their artistic prime, 12 videos were developed for the series. As the men, singer Brandon Boyd, chef Max Chow, artist Bryn Mooser, musician Jon Batiste and hat designer Nick Fouquet sit around and talk about their respective lives and other topics, they hold glasses of the blended Scotch whisky in their hands.

Brotherhood is a collection of stories that paint the picture of today’s modern gentlemen,” per Lisa Eisenpresser, cofounder and head of development at The Story Lab. “These are multi-hyphenated gentlemen who are handsome, stylish, and aspirational—men who inspire us to pursue lives of passion and purpose. We document a day in each of their lives and the demonstration of their craft provides a unique visual thread for the series.”

Sample the series in the video below:

Source: Adweek