Danny McBride, the comedic genius behind some of television’s most iconic love-to-hate-him characters, is officially stepping into the world of professional wrestling, and he’s doing it in the most McBride way imaginable.

The Righteous Showdown in Charleston

McBride is bringing his new tequila brand, Don Gato Tequila, to Major League Wrestling (MLW). He will be involved in the creative elements of the MLW x Don Gato: Lucha de los Muertos event on Thursday, November 20th, at the historic Charleston Music Hall in Charleston, South Carolina. This marks MLW‘s first-ever event in the city. For fans who can’t be there live, the action will be broadcast on beIN SPORTS and stream live worldwide on MLW‘s YouTube channel.

Enter Don Gato

While McBride won’t be lacing up the boots himself, he’s set to unleash his tequila’s mysterious and iconic mascot, Don Gato, on the MLW faithful. This unique promotion sees an actor playing a character associated with his own liquor brand, a perfect blend of performance and promotion.

In a statement to Variety, McBride gave a classic explanation for the mascot’s appearance.

“Don Gato was reluctant to enter the ring after the injuries he sustained spear fishing in Cambodia this summer. But through my charm and constant nagging, I was able to get him on board. You’re welcome, Charleston. I am beyond psyched that he will bring his tequila and cool times to the MLW event here in the Holy City.”

The event is also being executive produced by actor Paul Walter Hauser, who is scheduled to compete. Also appearing on the card:

• MLW World Heavyweight Champion Matt Riddle
• Golden Globe and Emmy Award winner Paul Walter Hauser
• Shotzi Blackheart
• Mistico
• Donovan Dijak
• Bishop Dyer
• Legendary luchador Blue Panther
• Brock Anderson
• Cesar Duran
• Salina de la Renta
• And many more!

A Lifelong Fan in the Ring

Anyone who has watched McBride‘s work knows his characters are practically built for the squared circle. From the arrogant, self-destructive Kenny Powers in Eastbound and Down to the bombastic Jesse Gemstone in The Righteous Gemstones, his creations are tailor-made heels. Who can forget that legendary scene in Eastbound and Down where Kenny Powers makes his grand entrance to “Real American,” the iconic theme of Hulk Hogan?

His love for the business is well-documented. In an interview with Paste Magazine, McBride discussed his fascination with the old Memphis wrestling territory. He highlighted the parallel in “showmanship” between a great wrestler and a televangelist, even quoting a character from The Righteous Gemstones to sum up the goal of both: “You never want to break kayfabe.” Now, he gets to live out a piece of that world, blurring the lines between fiction, reality, and high-proof agave spirits.