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Michael Bublé releases whiskey

Singer-songwriter Michael Bublé has collaborated with master distiller and blender Paul Cirka to create a new whiskey brand called Fraser & Thompson.

Michael Bublé
Michael Bublé co-founded the brand with master distiller Paul Cirka

The brand describes its liquid as a North American whiskey, as it blends both Canadian whisky and Kentucky Bourbon.

The expression is blended and bottled at 42% ABV by Heaven Hill Distillery in Bardstown, Kentucky.

The product has been developed and brought to market by spirits incubator WES Brands, which also owns actor Mark Wahlberg’s Flecha Azul Tequila.

WES Brands and Heaven Hill first teased the release in August.

“I spent many summers with my grandfather at the confluence of the Fraser and Thompson rivers in British Columbia,” said Bublé.

“When I heard Paul’s vision for creating a new kind of whiskey, I knew instantly what I wanted to call it. For the past three years, we worked together to perfect a whiskey blend that is equally elegant and approachable. We can’t wait to pour you a glass.”

The whiskey has fig and blood orange on the nose, with a subtle finish of caramel, vanilla and a hint of spice.

“Michael and I bonded over our shared passion for whiskey, and wanted to create a blend that was flavourful but more light-hearted than the category at large can be known for,” said Cirka.

Fraser & Thompson North American Whiskey will be available in limited quantities in the US and select international markets, including Canada, priced US$29.99 for a 750ml bottle.

Union, a hospitality insights platform that collects data from US on-trade venues across 34 states, revealed that consumers pay 73% more for celebrity spirits.

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