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Jamie Foxx Just Relaunched His Flavored Whiskey Brand

Jonah Flicker
·2-min read

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Jamie Foxx isn’t exactly new to the celebrity spirits world, having purchased Brown Sugar Bourbon back in 2021. But news just arrived that Foxx’s flavored whiskey brand is relaunching after undergoing a complete overhaul, with a new name and label design—and even new liquid in the bottle.

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Apparently Foxx has fully recovered from the still-mysterious health scare he had last year, so he’s going full steam ahead with the launch of his new whiskey, now called BSB (Brown Sugar Blend). While details are limited about what exactly is in the bottle, we know that it is a flavored whiskey bottled at 70 proof (an increase from the original’s 60 proof) with prominent notes of cinnamon and, of course, brown sugar. The bottle has been redesigned with a black matte glass texture, and the label now has a glow-in-the-dark BSB logo on the front that seems built for bottle service. Though, admittedly, there would be quite a markup considering BSB Whiskey retails for just $25. Brown Sugar Bourbon was previously produced by Heritage Distilling Company, which has several locations around the Pacific Northwest, but according to a rep for the brand the new BSB is produced in Columbia, TN.

While BSB might not end up being Foxx’s Casamigos, it very well could prove to be a smart investment. “Serious” whiskey drinkers probably won’t rush out to buy a bottle, but the fact of the matter is that the flavored whiskey category is growing.

“Last year was a record year for flavored whiskies,” said Lauren Kiyak, SVP of marketing at WES Brands, the company that partnered with Foxx on BSB. “U.S. depletions reached 18.25 million cases in 2023, up from 14 million cases in 2019.” In fact, as we reported recently, while overall whiskey sales from drinks giant Brown-Forman have flattened, the company’s Jack Daniel’s Tennessee Apple increased by 50 percent. Other distilleries and brands are expanding their flavored whiskey portfolios: Crown Royal just added a blackberry-flavored Canadian whisky to its lineup, and newcomer Skrewball Whiskey has been successful with its peanut-butter-flavored whiskey.

BSB Whiskey is available now around the country at retailers and online. It looks like websites such as Total Wine currently have the old Brown Sugar Bourbon expression available instead of the new bottle, but that should start to change soon.

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