“It’s Apple Time” is the latest out of Anomaly for the whiskey giant and their newly crowned “King of Flavor.”

Actor and comedian J.B. Smoove has become the face of Crown Royal’s most recent ad campaigns as he celebrates their new Regal Apple flavor in the latest spot, cut by Bruce Herrman.

The music-video style ad features an original song that declares “It’s Apple Time, Baby” as everyone at the party enjoys a Regal Apple shot. Crown Royal even crowned Smoove “King of Flavor” last week in a coronation ceremony.

Watch the spot above and check out Bruce’s reel here.