Jamie Foxx Unveils New Whiskey Brand With Partner

Last updated on Apr 15, 2024

Posted on Apr 15, 2024

Academy Award-winning actor, comedian, and musician Jamie Foxx has joined forces with spirits incubator WES Brands to introduce a new whiskey brand: Brown Sugar Blend (BSB). BSB Whiskey is not just another spirit on the shelf; it's a labor of love that took over two years of meticulous design and development inspired by Foxx's passion for life and his love for whiskey.

Foxx, who serves as the owner and creative director of BSB, crafted a whiskey that embodies his personal philosophy. "Life is precious, so I’ve always tried living it to the fullest. 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," expressed the acclaimed actor.

BSB Whiskey is a blend of the aromatic spice of cinnamon with the comforting sweetness of brown sugar, bottled at 70-proof. But BSB isn't just about what's inside the bottle; it's also about making a statement with its packaging. Each matte-black bottle features a captivating glow-in-the-dark chenille letter patch, a nod to Foxx's style and charisma.

Lauren Kiyak, SVP of Marketing at WES Brands, sheds light on the strategic decision behind BSB's launch. "Last year was a record year for flavored whiskies. U.S. depletions reached 18.25 million in 2023, up from 14 million cases in 2019," explains Kiyak. "With Jamie’s creative lead, BSB now sits at the intersection of fashion and sports, a modern tribute to nostalgic tech and delicious flavors."

As BSB makes its debut, it's not just about the product; it's also about the people behind it. Naeemah Leonard, a seasoned veteran in the wine and spirits industry, joins WES Brands as the Senior Brand Director of Whiskey. With her wealth of experience and expertise, Leonard is poised to drive BSB's success forward.

From its inception to its unveiling, BSB Whiskey represents the culmination of Jamie Foxx's vision—a testament to his creativity, passion, and zest for life. Cheers to Jamie Foxx and the journey ahead with Brown Sugar Blend Whiskey.

; ; ; ;

Share on


Subscribe to see what we're thinking

Subscribe to get access to premium content or contact us if you have any questions.

Subscribe Now