In an innovative collaboration, Grammy-award-winning singer Michael Bublé has partnered with Master Distiller and Blender Paul Cirka to unveil a distinctive North American whiskey. Inspired by Bublé’s dulcet tones, Fraser & Thompson Whiskey possesses a signature smoothness creating an elegantly approachable limited-edition whiskey expression.
If you’re a fan of celebrity-backed spirits, here are five things you need to know about Fraser & Thompson Whiskey.
1. Michael Bublé Co-Founded The Brand
Canadian singer and songwriter Michael Bublé has sold more than 75 million albums worldwide, and performed sold-out tours in over 30 countries, earning a celebrated reputation throughout modern musical culture. Bublé’s multi-award-winning career includes 5 Grammys, 15 Juno Awards, and stars on both the American and Canadian Walks of Fame.
Renowned for serenading audiences with timeless tunes and love songs, Michael Bublé has released 6 multi-platinum albums since his debut album in 2003, including Call Me Irresponsible (2007), Crazy Love (2009), and Christmas (2011). In 2022, Michael Bublé released his 11th studio album, Higher.
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With an unstoppable musical talent, and a diverse voice capable of singing, standards, pop, swing, jazz, R&B, and comedy, Bublé is best known for hits, such as “Haven’t Met You Yet” (2009).
On October 25th, 2023, Michael Bublé ventured into the whiskey industry, with the launch of Fraser & Thompson Whiskey. The inaugural Fraser & Thompson release, classified as a blended North American whiskey bottled at 84 Proof (42% ABV) distinctively combines Canadian whiskey and Kentucky bourbon. Bublé is putting his name behind an innovative new style of whiskey, but upon the brand’s launch admitted he was no expert, stating, “I’m just a Canadian hockey-loving dude who got very lucky to be partnered up with incredibly cool whiskey nerds”.
2. Paul Cirka Is Master Distiller For Fraser & Thompson
Michael Bublé’s brand collaborator is fellow Canadian Paul Cirka, Fraser & Thompson’s Master Distiller and Blender. Cirka originally worked for Kentucky-based distiller Heaven Hill, before founding a craft distillery in Montreal in 2014, producing a range of small-batch Canadian rye and corn whiskies.
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In 2020, Cirka approached Michael Bublé to become an ambassador for the boutique distillery – although upon sampling the products Bublé instead offered to invest in the company and partner in the creation of a unique whiskey brand.
Paul Cirka hand-selected the spirits used to create the Fraser & Thompson, before the blend underwent a finishing period in first-fill American white oak barrels. In 2023, Cirka selected barrels to create Fraser & Thompson’s limited-edition first release, creating a distinct flavor profile of sweet fig and blood orange on the nose, followed by a subtle finish of caramel, vanilla, and a hint of spice.
3. The Brand Is Named In Tribute To Bublé’s Grandfather
Michael Bublé initially considered incorporating a musical theme into the whiskey brand, but upon hearing Paul Cirka’s vision to blend and create a new kind of whiskey he was reminded of cherished childhood memories with his grandfather. Bublé recalled summer camping trips with his grandfather along the coast of Canada’s British Columbia, “There was a confluence of rivers there, and he would tell me that this is where the dirty, mighty Fraser met the glacial, clear Thompson” – the Fraser & Thompson Whiskey brand was born.
After naming the brand, Bublé also integrated some further personal tribute references into Fraser & Thompson’s bottle label design – at the top of the label is his grandfather’s birth date, whilst Bublé’s own birthday appears near the batch number. Bublé hasn’t disclosed all the bottle’s references to his grandfather, but commented, “There’s more – lots of things that pay tribute to him”.
4. Fraser & Thompson Blends Canadian Whisky And Kentucky Bourbon
Fraser & Thompson blends a selection of Canadian rye, corn and malt whiskies combining these with a small portion of Kentucky bourbon – the blend is 92% Canadian whisky, to 8% Kentucky bourbon whiskey.
The partnership between Bublé and Cirka attracted interest from across the spirits industry, including from Max Shapira, the President of Heaven Hill Distillery. Intrigued by Cirka’s vision to create a North American whiskey blend, Heaven Hill entered into a collaboration (unique to the distillery’s 88-year history) by supplying the bourbon to create Fraser & Thompson – evidence of the recognition of Cirka’s skill as a Master Blender.
The origin of the brand’s Canadian whiskies is undisclosed, with the majority believed to be supplied by Cirka’s Montreal-based boutique distillery. Although, Fraser & Thompson Whiskey is blended and bottled by Heaven Hill in Bardstown, Kentucky.
5. Fraser & Thompson’s Marketing Campaign Is Called ‘Easy, Now’
Following the brand’s launch in October 2023, Fraser & Thompson Whiskey is available in limited quantities to select US retailers, and select international markets including Canada for $29.99, as well as online via ReserveBar.
Promoting the brand, Fraser & Thompson launched the ‘Easy, now’ marketing campaign featuring two video adverts starring Michael Bublé called ‘F&Tea’ and ‘Fun and Tingly’ – playing on the initials of Fraser & Thompson.
The ‘Easy, now’ campaign emphasizes both Michael Bublé’s characteristic relaxed style and Fraser & Thompson’s signature smoothness encouraging consumers to ‘sit back and enjoy’. The Fraser & Thompson brand website also integrates the ‘Easy, now’ campaign – the cocktails section recommends you simply mix the whiskey with your favorite mixer, and for food pairings your favorite takeout.
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