Oscar-winning actor, comedian, and singer Jamie Foxx has unveiled BSB (Brown Sugar Blend) Whiskey in collaboration with WES Brands. The sipping whiskey, which is bottled at 35% ABV (70 proof), showcases “the aromatic spice of cinnamon with the rich, comforting sweetness of brown sugar”.
The actor, known for his roles in Django Unchained (2012) and Ray (2004), has long been a whiskey drinker. Speaking about his new venture as owner and creative director of BSB, Foxx said: “As an avid whiskey drinker, owning a brand that is sippable and unlike any other has been a life goal of mine; with BSB, I’m finally making that happen. BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.”
BSB Whiskey has been two years in the making, as is reflected by the smooth matte finish on the bottle and the glow-in-the-dark logo.
The release of this expression comes at an important time for the flavored whiskey market. According to Lauren Kiyak, senior vice president of marketing at WES Brands, “[l]ast year was a record year for flavored whiskies. US depletions reached 18.25 million cases in 2023, up from 14 million cases in 2019. We knew we had an incredible opportunity on our hands. With Jamie’s creative lead, BSB now sits at the intersection of fashion and sports, a modern tribute to nostalgic tech and delicious flavors.”
As such, BSB Whiskey is bound to make a splash in the flavored whiskey market, particularly due to the very reasonable price of just $24.99. In comparison to other celebrity whiskey ventures, BSB is surprisingly affordable.
BSB is available nationwide via the BSB Whiskey website.
About WES Brands
WES Brands was founded in 2021 with the aim of diversifying the alcoholic beverage category. Other brands under the WES portfolio include Flecha Azul Tequila backed by Mark Wahlberg and Fraser & Thompson American Whiskey with Michael Buble.
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