It seems like tons of rappers are tying themselves to alcohol brands as of late, with Snoop Dogg promoting Colt 45's new Blast beverage and Pitbull teaming with Voli vodka. West Coast MC-turned-actor Ice Cube is the newest to join the fold.

The famed rhymer has signed on to promote Coors Light beer. Cube will endorse the brand which is looking to take down their competitor, Bud Light, and beef up the popularity of their "silver bullet" beer.

Cube, born O'Shea Jackson, will appear in ads put together by Commonground, a Chicago-based multi-cultural agency, where he will face off against the beer to see who is colder. According to Ad Age, the ads hope to successfully increase crossover appeal of the brand, which may not be so farfetched judging by the "spirited reaction" it received when presented to a test audience of distributors.

Analysts believe that MillerCoors, the parent company which distributes Coors Light, might just prevail as the victor in the "king of all beers" race against Budweiser and Bud Light. "Coors Light once again is the shining knight in silver armor so far in 2011," said Harry Schumacher, editor of Beer Business Daily. "If Coors Light continues this trajectory, expect it to surpass Budweiser this year as the No. 2 beer brand."

Even though it appears that a lot is riding on Cube's shoulders, in terms of the brand, endorsement deals are nothing new for the Compton native. The 41-year-old endorsed St. Ides malt liquor in the late '80s in a large poster campaign, paving the way for the likes of West Coast artists Snoop Dogg and Tupac Shakur, who both appeared in advertisements for the drink.

With his music career moving at a slower pace these days, Cube is still very much involved in the acting world. He will reportedly play the police captain in the big screen version of the '90s television show '21 Jump Street.'

Watch Ice Cube's 'I Rep That West'
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