The starring role in "Moonlighting", opposite Cybill Shepherd, helped to establish him as a comedic actor, with the show lasting five seasons winning him an Emmy Award for Outstanding Lead Actor in a Drama Series and a Golden Globe Award for Best Actor - Television Series Musical or Comedy. During the height of the show's success, beverage maker Seagram hired Willis as the pitchman for their Golden Wine Cooler products. The advertising campaign paid the rising star between $5–7 million over two years. In spite of that, Willis chose not to renew his contract with the company when he decided to stop drinking alcohol in 1988.