Actor, musician, and entrepreneur Jamie Foxx and BSB Whiskey launch new iconic packaging in latest collaboration / Credit: BSB Whiskey

In a recent move that has caught the attention of whiskey enthusiasts and industry observers alike, WES Brands, a company celebrated for its innovative approach to spirit brand development, has once again partnered with multifaceted entertainer Jamie Foxx.

This collaboration has brought forth the launch of BSB Whiskey, a distinctive flavored whiskey, which marks a significant entry into the market for both parties involved.

A new venture for Jamie Foxx

Jamie Foxx, an actor, musician, and entrepreneur renowned for his award-winning performances and business acumen, has stepped into the spirits industry as the owner and creative director of BSB Whiskey.

Foxx shared his enthusiasm for this venture, stating that owning a unique whiskey brand has been a long-standing ambition of his.

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He emphasized that BSB Whiskey is more than just a drink; it’s an embodiment of his life’s philosophy of celebrating life and bringing people together.

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Innovation at the heart of BSB whiskey

BSB Whiskey distinguishes itself with a unique blend named Brown Sugar Blend (BSB), combining the warmth of brown sugar with the spice of cinnamon, creating a 70-proof whiskey aimed at providing a smooth, flavourful experience.

This innovation extends to its packaging, featuring a dynamic, matte black bottle adorned with a glow-in-the-dark “BSB” chenille letter patch.

This design choice not only makes BSB Whiskey a standout on store shelves but also aims to capture the essence of modernity with a nod to nostalgia.

Strategic growth and distribution

The launch of BSB Whiskey comes at a time when flavored whiskies are witnessing substantial growth, with a notable increase in cases sold in the U.S. from 2019 to 2023.

WES Brands has highlighted the importance of BSB Whiskey within its portfolio, signalling strong market expectations.