Jamie Foxx has teamed up with spirits incubator WES Brands to introduce a revamped version of his BSB Whiskey. Formerly known as Brown Sugar Bourbon, the whiskey now named Brown Sugar Blend combines the flavors of cinnamon and brown sugar for a unique and exciting taste profile. Foxx, who acquired the brand in 2021, serves as both the owner and creative director of the brand. In a recent interview, Foxx expressed his excitement about the rebranding and the new flavor profile of the spirit.
After the success of his hit song “Blame It On The Alcohol,” Foxx was approached by numerous alcohol brands looking to collaborate with the singer. However, none of the offers felt right until he discovered BSB at a house party. The rich flavors of the whiskey reminded Foxx of his roots and resonated with him as something simple yet appealing to a wide audience. Foxx believes that the new BSB Whiskey is a true game-changer in the industry.
Established in 2021, WES Brands specializes in developing, marketing, and selling brands in the beverage alcohol sector. Alongside Jamie Foxx’s BSB Whiskey, the company also manages brands like Mark Wahlberg’s Flecha Azul tequila, Michael Bublé’s Fraser & Thompson whiskey, and Aspen vodka. The collaboration between Foxx and WES Brands aims to create a product that bridges the gap between fashion and sports while offering delicious flavors to consumers.
The new BSB Whiskey is designed to appeal to party-goers and enthusiasts looking for a vibrant and flavorful experience. With the rise in popularity of flavored whiskies in recent years, Foxx and WES Brands saw an opportunity to introduce a product that blends nostalgia with modern trends. The revamped bottle features a chenille letter patch that glows in the dark, adding a fun and interactive element to the packaging.
According to Foxx, what sets BSB apart from its competitors is its bold, strong, and superior taste profile. While the name Brown Sugar Blend represents the essence of the spirit, the liquid itself embodies a rich and dynamic flavor that is both smooth and versatile. With a 70-proof strength, BSB can be enjoyed neat or mixed into creative cocktails like BSB & Lemonade, BSB Cider, or BSB Cinnamon Roll.
Foxx emphasizes that BSB Whiskey is best enjoyed in the company of friends and loved ones. The inclusive spirit of BSB invites people to come together, share a bottle, and celebrate life’s moments. Whether sipping it neat or incorporating it into a cocktail recipe, BSB is meant to be savored and enjoyed with good company.
BSB Whiskey, blended and bottled in Columbia, TN, is now available for purchase nationwide both online and in select retailers. Priced at $24.99, the limited quantities of BSB offer consumers a chance to experience a one-of-a-kind whiskey crafted with care and creativity. With Jamie Foxx at the helm, the future of BSB Whiskey looks promising as it continues to make waves in the flavored whiskey market.