Jamie Foxx, in collaboration with spirits incubator WES Brands, has introduced a revamped version of his BSB Whiskey. This flavored whiskey boasts the rich aroma of cinnamon coupled with the sweetness of brown sugar. Originally known as Brown Sugar Bourbon, the brand was acquired by Foxx from Heritage Distilling Co. in 2021, where he now serves as the owner and creative director. The updated spirit, now named Brown Sugar Blend, not only features a fresh look but also a new and distinct flavor profile.
In an interview with Fortune following the acquisition, Foxx reflected on the genesis of BSB Whiskey. He revealed that after the success of his hit song “Blame It On The Alcohol,” numerous alcohol brands expressed interest in collaborating with him. However, it wasn’t until he encountered BSB at a casual gathering that he felt a genuine connection with the brand. Foxx believed that the flavor of BSB resonated with his roots and possessed a simplicity that could appeal to a broad audience. He expressed his excitement for people to experience the whiskey, emphasizing its innovative nature and its ability to bring people together in celebration.
Established in 2021, WES Brands specializes in the development, marketing, and distribution of brands within the beverage alcohol sector. The company’s diverse portfolio includes not only BSB Whiskey but also notable spirits such as Mark Wahlberg’s Flecha Azul tequila, Michael Bublé’s Fraser & Thompson whiskey, and Aspen vodka. With the launch of the new BSB variant, designed to cater to the party scene rather than traditional whiskey enthusiasts, WES Brands aims to capitalize on the growing trend of flavored whiskey consumption.
According to Lauren Kiyak, Senior Vice President of Marketing at WES Brands, flavored whiskey experienced a surge in popularity in recent years, reaching record levels of depletions. With Jamie Foxx’s creative input, BSB now epitomizes a fusion of fashion and sports, presenting a contemporary tribute to retro aesthetics and delectable flavors.
One of the distinguishing features of BSB Whiskey, as highlighted by Foxx, is its bold and robust character. Despite the playful acronym standing for Brown Sugar Blend, the liquid truly embodies a spirit that is daring, potent, and superior in quality. Foxx personally commends the smoothness and versatility of the blend, emphasizing its 70-proof potency that allows for effortless sipping on its own.
BSB stands out in the flavored whiskey landscape due to its mixability and balanced flavor profile. The infusion of sweet brown sugar and spicy cinnamon creates a harmonious blend that lends itself well to various cocktail creations. Whether enjoyed in a classic BSB & Lemonade, a cozy BSB Cider, or a decadent BSB Cinnamon Roll cocktail, the whiskey offers a range of delightful options for drinkers to explore.
Foxx emphasizes the communal aspect of BSB Whiskey, asserting that its true essence is best experienced in the company of friends. He delights in the act of sharing a bottle, partaking in shots, and reveling in joyful moments with loved ones. BSB exudes an inclusive spirit that welcomes all to join in the festivities and create lasting memories together.
Produced and bottled in Columbia, TN, BSB Whiskey is now available for purchase nationwide both online and at select retailers in the U.S. Priced at $24.99, this 70-proof blend offers an affordable yet premium option for whiskey enthusiasts and partygoers alike. Embrace the spirit of togetherness and fun with every sip of BSB Whiskey.