In a surprising move, Grammy-winning artist Michael Bublé has ventured into the world of spirits, unveiling his own whiskey brand, Fraser & Thompson, named after the confluence of two rivers in British Columbia, Canada. The whiskey is blended and bottled by Heaven Hill Distillery in Bardstown, Kentucky, a prominent player in the industry. This unexpected endeavor has taken the music world by storm, as Bublé teams up with his friend, the award-winning master distiller and blender, Paul Cirka, to create a unique and approachable whiskey.
The Birth of Fraser & Thompson
The inspiration for Fraser & Thompson whiskey stems from Bublé's cherished memories of spending summers with his grandfather at the meeting point of the Fraser and Thompson rivers in British Columbia. Reflecting on this sentimental connection, Bublé shared, "When I heard Paul's vision for creating a new kind of whiskey, I knew instantly what I wanted to call it." This heartfelt tribute to his roots is evident in the brand's name.
A Laid-Back Launch
The introduction of Fraser & Thompson whiskey was characterized by Bublé's signature laid-back style. In a humorous promotional campaign, he suggests that a simple logo would suffice for the launch, rather than an elaborate video shoot. This amusing approach highlights the casual and down-to-earth nature of the brand.
A Unique Blend of North American Whiskey
Fraser & Thompson stands out in the whiskey category as it combines Canadian Whiskies with Kentucky Bourbon, creating a harmonious blend that is both elegant and approachable. Paul Cirka, the mastermind behind the whiskey's creation, aims to offer a distinct experience to whiskey enthusiasts and newcomers alike. The 84 proof whiskey is reasonably priced at $29.99, and it will be available in limited quantities in the U.S., select international markets, including Canada, and online on ReserveBar.
The Master Distiller's Vision
Paul Cirka, co-founder and master distiller and blender of Fraser & Thompson, is passionate about the brand's vision. He enthusiastically invites anyone interested to reach out to him personally to learn more about this unique whiskey at (929) 867-7490. A call to this number leads to Cirka's voicemail, where he elaborates on the blend of Canadian whisky with American bourbon to achieve a balanced and flavorful liquid with a smooth, soft finish. Cirka's goal is to create a whiskey that is both respected by connoisseurs and enjoyable for those who are new to the world of whiskey.
The Journey Ahead
Fraser & Thompson is backed by WES Brands, known for supporting other successful spirits ventures like Jamie Foxx’s Brown Sugar Bourbon and Flecha Azul, a tequila co-founded by entrepreneur Aron Marquez and golfer Abraham Ancer and backed by actor Mark Wahlberg. With a unique blend, a celebrity touch, and a hint of humor, Fraser & Thompson's entrance into the whiskey market is poised to shake things up. As the brand's availability is limited, it remains to be seen how it will be received by whiskey enthusiasts and fans of Michael Bublé. One thing is for sure, though: Fraser & Thompson is a unique addition to the world of North American Whiskies, and its success may depend on its ability to strike a chord with consumers seeking something different in the world of spirits.