Jamie Foxx, WES Brands Launch BSB Whiskey

With the celebrity alcohol brands trending heavily, Jamie Foxx and WES Brands have teamed up to launch BSB Whiskey.

This is a flavored whiskey with cinnamon and brown sugar. The acronym name stands for “Brown Sugar Blend.”

“As an avid whiskey drinker, owning a brand that is sippable and unlike any other has been a life goal of mine; with BSB, I’m finally making that happen,” says Foxx, BSB owner and creative director. “BSB is an ode to my personal philosophy: it’s about bringing people together to celebrate life and have fun.”

BSB Whiskey is 70 proof. The bottle includes a “BSB” chenille letter patch on its chest that glows in the dark.

“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,” says Lauren Kiyak, SVP of marketing at WES Brands. “We knew we had an incredible opportunity on our hands. With Jamie’s creative lead, BSB now sits at the intersection of fashion and sports, a modern tribute to nostalgic tech and delicious flavors.”

To support the national rollout, Naeemah Leonard, a veteran in the wine and spirits industry, has joined WES Brands as their new senior brand director of whiskey.

BSB Whiskey blends and bottles in Columbia, TN.

The suggested retail price is $24.99 per 750-ml. bottle.
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Author: Kyle Swartz