Academy Award-winning actor Jamie Foxx is set to conquer yet another realm as he relaunches his latest venture: BSB Brown Sugar Blend, a flavored whiskey that promises to revolutionize the spirits landscape. Teaming up with spirits incubator WES Brands, Foxx has meticulously crafted a beverage that combines the aromatic allure of cinnamon with the comforting sweetness of brown sugar, resulting in an unparalleled drinking experience.
Image credit: BSB
This endeavor marks a significant milestone for Foxx, who acquired the brand—formerly known as Brown Sugar Bourbon—from Heritage Distilling Co. in 2021, assuming the roles of owner and creative director. Renamed BSB Brown Sugar Blend, the whiskey embodies a new flavor profile and aesthetic, reflecting Foxx's vision for a product that resonates with consumers on a deeper level.
Reflecting on the genesis of BSB, Foxx recalls being inspired by his own musical journey, particularly his hit song "Blame It On The Alcohol." Despite numerous offers from alcohol brands seeking collaborations, none felt right until he encountered BSB at a house party. Instantly struck by its nostalgic yet accessible flavor, Foxx saw an opportunity to create a brand that fosters celebration and camaraderie.
"For me, being able to create a brand that brings people together to celebrate life and have fun was the ultimate goal," Foxx explains. "BSB Whiskey far exceeds my expectations."
Fueling Foxx's vision is WES Brands, a company renowned for its prowess in developing and marketing beverage alcohol brands. With an impressive portfolio that includes celebrity-backed labels such as Mark Wahlberg's Flecha Azul tequila and Michael Bublé's Fraser & Thompson whiskey, WES Brands provides the perfect platform for BSB's ascent.
Lauren Kiyak, Senior Vice President of Marketing at WES Brands, highlights the strategic timing of BSB's launch, citing the unprecedented growth in flavored whiskey consumption. With a sleek new bottle design featuring a glowing chenille letter patch, BSB epitomizes the intersection of style and taste, capturing the essence of modern indulgence.
"What sets BSB apart is just that—it’s bolder, stronger, better," asserts Foxx. "BSB stands out as a flavored whiskey because it really is a mixable liquid."
Indeed, BSB's versatility is one of its defining features, as Foxx emphasizes its smoothness and suitability for both sipping and mixing. Whether enjoyed neat or as the foundation for signature cocktails like BSB & Lemonade or BSB Cinnamon Roll, the whiskey invites consumers to explore its myriad possibilities.
Image credit: BSB
"At its core, it is an inclusive spirit," says Foxx. "I enjoy bringing out a bottle, taking shots, and celebrating with friends."
As BSB makes its debut nationwide, Foxx envisions it as more than just a beverage—it's a catalyst for shared moments and cherished memories. Priced at $24.99, BSB Brown Sugar Blend is now available online and at select retailers, inviting enthusiasts to embark on a journey of taste and camaraderie unlike any other.
Shop BSB
About BSB
BSB (Brown Sugar Bourbon) is a flavored whiskey produced by Heritage Distilling Co., known for its unique blend of bourbon whiskey infused with natural brown sugar flavors. This innovative spirit was introduced as a way to offer whiskey enthusiasts a sweeter and more approachable option, appealing to those who enjoy dessert-like flavors in their drinks. BSB quickly gained popularity for its smooth and indulgent taste profile, making it a favorite among whiskey drinkers looking for something different.
The key to BSB's distinct flavor lies in its infusion of natural brown sugar, which adds a rich and decadent sweetness to the bourbon whiskey base. This infusion process gives BSB its signature caramelized sugar notes, complemented by hints of vanilla, cinnamon, and baking spices. The result is a smooth and flavorful whiskey that can be enjoyed on its own or used as a versatile ingredient in cocktails.
BSB is often described as a "sipping whiskey," meaning it is intended to be enjoyed neat or on the rocks to fully appreciate its rich and complex flavors. However, it can also be used in a variety of cocktails, adding a unique twist to classic recipes like the Old Fashioned or the Whiskey Sour. Its versatility and distinctive taste make it a popular choice for both casual drinkers and mixologists alike.
In addition to its original BSB expression, Heritage Distilling Co. also offers variations such as BSB 103 (a higher-proof version) and BSB Cinnamon, which features an extra kick of spicy cinnamon flavor. These variations provide whiskey enthusiasts with additional options to explore and enjoy the indulgent sweetness of BSB in different ways.
Overall, BSB (Brown Sugar Bourbon) has carved out a niche for itself in the whiskey market, offering a deliciously sweet and satisfying alternative to traditional bourbon. Whether sipped neat, on the rocks, or mixed into cocktails, BSB provides a flavorful and enjoyable drinking experience for those with a sweet tooth.
