Actor and musician Jamie Foxx has joined forces with spirits incubator WES Brands to release his BSB Whiskey brand.
BSB (which stands for Brown Sugar Blend) is a flavoured whiskey, the design and recipe of which have been in development for two years. Bottled at 70 proof (35% ABV), the liquid is blended and bottled in Columbia, Tennessee, and features flavours including cinnamon and its namesake brown sugar. It comes in bespoke matte-black packaging adorned with a glow-in-the-dark logo.
Foxx, the brand owner and creative director, said: “Life is precious, so I’ve always tried living it to the fullest. 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.”
Lauren Kiyak, senior vice-president of marketing at WES Brands, said: “Last year was a record year for flavoured 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 flavours.”
To support the national roll-out of BSB Whiskey in the US, WES Brands has appointed Naeemah Leonard as senior brand director of whiskey. Leonard has 15 years' experiences in the wine and spirit industry, including managing celebrity partnerships.
BSB Whiskey is available nationwide online and in limited quantities in the US at selected retailers, priced at US$24.99 for a 750ml bottle.
