Actor and musician Jamie Foxx, in partnership with spirits incubator WES Brands, has launched a new version of his BSB Whiskey. The flavored whiskey, now called Brown Sugar Blend, features the aromatic spice of cinnamon and the sweetness of brown sugar. Foxx purchased the brand from Heritage Distilling Co. in 2021 and serves as the brand’s owner and creative director. He described the spirit as a game changer and a brand that brings people together to celebrate life and have fun.
After the success of his song “Blame It On The Alcohol,” Foxx was approached by several alcohol brands for partnerships but none seemed like the right fit until he discovered BSB Whiskey at a house party. He found the flavor reminiscent of his roots and something that was simple and accessible for everyone to enjoy. Foxx expressed his excitement for people to try the whiskey and credited WES Brands for helping him turn his dream into a reality.
WES Brands, founded in 2021, focuses on developing, marketing, and selling brands in the beverage alcohol category. Their portfolio includes celebrity-backed brands like Mark Wahlberg’s Flecha Azul tequila, Michael Bublé’s Fraser & Thompson whiskey, and Aspen vodka. The new version of BSB is aimed towards party goers and is launching at a time when flavored whiskies are becoming increasingly popular in the market.
The new BSB bottle features a chenille letter patch on the front that glows in the dark with the BSB logo. Lauren Kiyak, SVP of Marketing at WES Brands, highlighted the success of flavored whiskies in the U.S. market and the unique positioning of BSB at the intersection of fashion and sports. Foxx emphasized that what sets BSB apart is its boldness, strength, and quality, making it a stand-out flavored whiskey.
Foxx personally enjoys the sippable quality of BSB, describing it as ultra-smooth and easy to drink neat. The blend of sweet and cinnamon flavors creates a perfect balance that can also be mixed into signature drink recipes like BSB & Lemonade, BSB Cider, or BSB Cinnamon Roll. Foxx believes that BSB is best enjoyed with friends, as it embodies inclusivity and celebration when shared in good company.
BSB Whiskey, now available nationwide online and in limited quantities at select retailers in the U.S., is priced at $24.99 per bottle. The 70-proof whiskey is blended and bottled in Columbia, TN, providing a unique and flavorful experience for consumers looking for a bold and enjoyable spirit to share with friends and loved ones.
