Jamie Foxx relaunches BSB flavoured whiskey

Actor and musician Jamie Foxx has revamped the recipe and packaging for his flavoured whiskey brand, now called Brown Sugar Blend (BSB).

Formerly called Brown Sugar Bourbon, Foxx acquired the flavoured whiskey brand in 2021 for an undisclosed amount.

Now, in partnership with spirits incubator Wes Brands, Foxx has relaunched BSB with a new name, look and whiskey.

“Life is precious, so I’ve always tried living it to the fullest,” Foxx, BSB owner and creative director, said. “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.

“BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.”

BSB is bottled at 35% ABV, and blends American whiskey with cinnamon and brown sugar.

The new matte bottle is adorned with a BSB chenille letter patch, which glows in the dark.

BSB is blended and bottled in Columbia in the US. It is available throughout the US online, and in limited quantities from select retailers, for RRP US$24.99 per 750ml bottle.

Lauren Kiyak, senior vice-president of marketing at Wes Brands, said: “Last year was a record year for flavoured whiskies. US depletions reached 18.25 million cases in 2023, up from 14m cases in 2019.

“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 flavours.”