Michael Bublé stars in whiskey ads

Fraser & Thompson Whiskey, created by singer-songwriter Michael Bublé and master distiller and blender Paul Cirka, has launched its debut marketing campaign.

The ‘Easy, now’ campaign features two video adverts, called ‘F&Tea’ and ‘Fun and Tingly’ – a play on the initials of Fraser & Thompson.

As well as TV, online and retail advertising, there is an out-of-home placement in New York’s Times Square.

On the launch of the marketing campaign, Bublé said: “I like whiskey but, let’s be honest, not everybody does.

“So, I worked with my friend Paul Cirka to develop a liquid respected by whiskey lovers, and enjoyed by those who may not be whiskey drinkers. I would consider this the crowning achievement of a legendary career, but I’m far too young for that kind of talk. Easy, now.”

Bublé first announced the whiskey in October.

The expression blends both Canadian whisky and Kentucky Bourbon and is 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.

Lauren Kiyak, senior vice president of marketing for WES Brands, said: “Both American and Canadian whisky have seen a resurgence over the past five years, so we felt the appetite for the first North American whiskey would be strong.

“Thanks to Paul Cirka’s magic in creating a blend appreciated by both whiskey connoisseurs and those new to the whiskey category, Michael Bublé gets to step in and simply encourage us all to relax a little.”