Flavoured whiskey brand, BSB-Brown Sugar Bourbon has unveiled its owner’s identity as award-winning actor, musician and entrepreneur Jamie Foxx.
With this announcement comes a new era for the brand, including a new and improved redesign for BSB’s two products, BSB-Brown Sugar Bourbon and BSB 103.
BSB-Brown Sugar Bourbon is a two-time winner of the World’s Best Flavoured Whisky award, created by blending Bourbon with brown sugar and cinnamon at 60 proof. BSB 103 is an over-proofed flavoured whiskey, created using the same ingredients as BSB-Brown Sugar Bourbon but with a bolder taste.
This moment signifies a turning point for the brand, with Foxx set to guide the creative direction and build on his entrepreneurial spirit to further BSB’s expansion and plans to anchor itself as the nation’s premier flavored whiskey.
“I’ve always lived by the rule that life is short, and you need to go out and do what you want to do. Owning a brand that brings sweet life to the party has always been a goal and with BSB we’re making it happen,” said Foxx. “Before the quarantine I watched bottles of BSB disappear at all my celebrations and knew this was a brand I wanted to bring into the spotlight. Anyone who tries BSB is going to love it just like I do.”
“We are extremely fortunate that Jamie was introduced to our brand at one of his legendary parties,” said Sean M. Penn, CEO of BSB Spirits. “I have no doubt that Jamie will lead BSB to new heights. We can think of no better creative force than Jamie, and we look forward to watching him introduce BSB to the world.”
Founded in Washington state in 2016, BSB is currently available nationwide online and at the finest retailers. BSB is distributed nationally by Southern Glazer’s Wine & Spirits.