Jamie Foxx, in partnership with spirits incubator WES Brands, has recently unveiled a new version of the popular BSB Whiskey. This flavored whiskey boasts a unique blend of cinnamon and brown sugar, offering a distinctive taste that sets it apart from other spirits on the market.
Foxx acquired the brand, previously known as Brown Sugar Bourbon, from Heritage Distilling Co. in 2021. Serving as the brand’s owner and creative director, Foxx took the opportunity to rebrand the spirit as Brown Sugar Blend. This transformation not only brought about a new name but also introduced a fresh look and flavor profile to the product.
In an interview with media outlets, Foxx shared that his journey with BSB began after the release of his hit song “Blame It On The Alcohol.” While many alcohol brands approached him for partnerships, it was not until he encountered BSB at a house party that he found the perfect fit. The nostalgic flavors of the whiskey resonated with Foxx, prompting him to create a brand that could bring people together to enjoy life and have fun.
WES Brands, established in 2021, focuses on developing, marketing, and selling brands in the beverage alcohol industry. Alongside BSB Whiskey, the company’s portfolio includes other celebrity-backed spirits like Mark Wahlberg’s Flecha Azul tequila and Michael Bublé’s Fraser & Thompson whiskey. The new BSB Blend, tailored towards party enthusiasts rather than traditional whiskey drinkers, arrives at a time when flavored whiskey is experiencing a surge in popularity.
The revamped BSB bottle features a chenille letter patch that illuminates in the dark, adding a touch of modernity to the brand. Foxx emphasizes that what sets BSB apart from its competitors is its boldness and richness in flavor. With a 70-proof level, the Brown Sugar Blend is lauded for its smoothness and versatility in mixing, making it ideal for creating signature cocktails like BSB & Lemonade or BSB Cider.
Foxx personally enjoys the sippability of BSB, highlighting its balanced sweetness and cinnamon notes. Whether sipped neat or mixed in cocktails, BSB is best enjoyed in good company according to Foxx. Emphasizing its inclusive nature, he suggests that the spirit is perfect for sharing with friends and loved ones during celebratory moments.
BSB Whiskey, bottled in Columbia, TN, is now available for purchase online nationwide and in limited quantities at select retailers across the United States. Priced at $24.99, this 70-proof spirit offers a unique and enjoyable drinking experience for fans of flavored whiskey.
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