Billy Dee Williams Saddles Up Again To Pitch Colt 45

4/26/2016 12:50 AM PDT

Billy Dee Williams Saddles Up Again To Pimp Colt 45

EXCLUSIVE

Billy Dee Williams' mug is coming soon to a can near you ... 'cause he's now the face of his old go-to beverage -- Colt 45.

Lando Calrissian is reprising his role as the malt liquor's spokesman, but this time his signature smirk and mustache are emblazoned on the can because -- well, why not? It works every time.

Billy Dee faced heavy criticism when he first signed on to promote Colt 45 back in the 80s ... due to concerns about marketing booze in underprivileged neighborhoods. 

We asked Billy about that on Tuesday's TMZ Live -- and it's clearly NOT an issue to him.