Here's another first for Bollywood superstar Shah Rukh Khan. This time he will endorse a liquor brand as renowned liquor company Diageo Radico has roped him in as their brand ambassador for their newly launched ‘Masterstroke' deluxe whisky in Mumbai.

"The fact of the matter is that products like this are allowed. And they need to be sold. They should be projected in the market. And they could be brought into the market," Shah Rukh Khan said.

King Khan, who endorses numerous products ranging from cars to colas, would be promoting a liquor brand for the first time.

According to a company spokesperson, Khan will play a key role in brand and product communication on television, print and outdoor media. Meanwhile, market sources claim that the company is putting in around rupees 200 million on marketing, including the endorsement fees given to Khan.

Khan is now endorsing a multitude of brands, including Hyundai Santro, Tag Heuer, Videocon and Sunfeast biscuits.