Jamie Foxx along with spirits incubator WES Brands is launching a new version of his BSB Whiskey, a flavored whiskey with the aromatic spice of cinnamon and sweetness of brown sugar.
Foxx purchased the brand, then called Brown Sugar Bourbon, from Heritage Distilling Co. in 2021 and serves as the brand’s owner and creative director. Now called Brown Sugar Blend, the spirit has a new look and a new flavor.
In an interview with Fortune shortly after the acquisition, Foxx said that after releasing his song “Blame It On The Alcohol” he was approached by a number of alcohol brands wanting to partner with the singer. None of the brands that approached him made sense until he was introduced to BSB at a house party. He thought the flavor brought him back to his roots, and was something simple and accessible others could get behind.
“I’m excited for people to get their hands on this whiskey because it really is a game changer,” Foxx tells Forbes. “For me, being able to create a brand that brings people together to celebrate life and have fun was the ultimate goal. What more could I ask for? BSB Whiskey far exceeds my expectations. And thanks to WES Brands, I’ve been able to make that long-awaited dream a reality.”
Founded in 2021, WES Brands develops, markets, and sells brands in the beverage alcohol category. The company’s portfolio also includes Mark Wahlberg’s Flecha Azul tequila, Michael Bublé’s Fraser & Thompson whiskey, and Aspen vodka.
BSB Whiskey
The new BSB, which is geared more toward party goers than whiskey nerds, is launching at a pivotal time for flavored whiskey.
“Last year was a record year for flavored whiskies. U.S. 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 that we needed to get exactly right,” says Lauren Kiyak, SVP of Marketing at WES Brands. “With Jamie’s creative lead, BSB now sits at the intersection of fashion and sports, a modern tribute to nostalgic tech and delicious flavors.”
The new bottle has a chenille letter patch on the front emblazoned with BSB that glows when the lights go down.
In terms of what sets BSB apart from its competition, Foxx says “What sets BSB apart is just that – it’s bolder, stronger, better. I’m mostly kidding – BSB actually stands for Brown Sugar Blend but it does embody a liquid that is bolder, stronger, and better.”
Jamie Foxx
As for what he personally enjoys about the blend, he says that he likes how sippable it is.
“At 70-proof, Brown Sugar Blend is ultra smooth and easy to drink neat. BSB stands out as a flavored whiskey because it really is a mixable liquid. The right amount of sweet and the cinnamon flavor adds a perfect balance; you can also try your hand at one of our signature drink recipes. Whether you prefer a BSB & Lemonade, BSB Cider, or BSB Cinnamon Roll (which is essentially a rumchata-inspired drink).”
No matter how you choose to drink it, Foxx says it’s best when shared.
“At its core, it is an inclusive spirit,” says Foxx. “I enjoy bringing out a bottle, taking shots, and celebrating with friends. BSB, to me, is and will always be best enjoyed in good company.”
BSB is 70-proof and is blended and bottled in Columbia, TN.
The whiskey is available now nationwide online and in limited quantities in the U.S. at select retailers for $24.99.