JAMIE FOXX LAUNCHES BSB WHISKEY

Legendary actor and singer Jamie Foxx has collaborated with spirits incubator WES Brands to launch Brown Sugar Blend Whiskey, a cinnamon-infused blend that has been two years in the making. This 35% spirit comes in dark bottle with a glow-in-the-dark logo. BSB combines cinnamon with brown sugar to make a flavoured spirit. 

Foxx as the brand owner, has also become the creative director of BSB. “As a passionate whiskey enthusiast, creating a brand that embodies uniqueness has long been a dream of mine. With BSB, that dream is now a reality. BSB reflects my personal ethos—it’s all about fostering connections, celebrating life, and enjoying every moment” said Foxx.

The decision to infuse BSB with cinnamon stems from the growing popularity of flavoured whiskey. It has grown in popular, especially in the US where 18.25 million cases were sold in 2023. That’s according to Lauren Kiyak, Senior Vice President of marketing at WES Brands.

Produced and bottled in Tennessee, BSB is currently available in limited quantities at select US retailers, priced at a very reasonable $24.99 per bottle – especially compared to other celebrity-backed spirits which normally have a more premium price. 

BSB Whiskey is a significant addition to WES Brands who have an expanding portfolio. “With Foxx’s creative direction, BSB seamlessly bridges the worlds of fashion and sports, offering a modern take on nostalgia paired with irresistible flavours” said Kiyak.