Rabbity-looking fellow, ain't he?
Hats off to the bright boys at the agency who thought up this campaign: take an old brand with an old name, and marry it to popular tub-thumpers. But Charlie wasn't the big draw here; otherwise they might have given his copy more play, and widened it so they didn't have to hyphenate every single word.
Note the old slogan: it's called Old Drum because You Can't Beat It. "New Restraining Order Whiskey" probably didn't focus-test very well.