Jamie Foxx, in collaboration with spirits incubator WES Brands, is introducing a new iteration of his BSB Whiskey, a flavored whiskey enhanced with the flavors of cinnamon and brown sugar.
Even though BSB might not turn out to be Jamie Foxx’s Casamigos, it might still turn out to be a wise investment. Although “serious” whiskey drinkers are unlikely to run out and purchase a bottle, the market for flavored whiskey is expanding.
“Flavored whiskies set a record last year. We knew we had an incredible opportunity on our hands that we needed to get exactly right when U.S. depletions reached 18.25 million cases in 2023, up from 14 million cases in 2019. BSB now sits at the nexus of fashion and sports, a modern homage to nostalgic tech and delectable flavors, thanks to Jamie’s creative lead,” Lauren Kiyak, SVP of Marketing at WES Brands noted.
After buying the company from Heritage Distilling Co. in 2021, Foxx became the owner and creative director of Brown Sugar Bourbon (BSB). The spirit now goes by Brown Sugar Blend, and it tastes and looks different.
Jamie Foxx told Forbes, “This whiskey is a game changer, so I’m excited for people to get their hands on it. The greatest dream for me was to build a brand that unites people to enjoy and celebrate life. What more is there to ask for? I was way out of my league with BSB Whiskey. And because of WES Brands, I’ve been able to realize that long dream.”
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What distinguishes BSB from its rivals, according to Foxx, is simply that it is more audacious, resilient, and superior. Brown Sugar Blend, or BSP, as it is commonly abbreviated, does represent a stronger, bolder, and better-tasting beverage.
Currently, BSB Whiskey can be found in stores and online across the nation.
