As we reminisced over the NBA playoffs, we embraced the excitement and waved goodbye to the Sunday Scaries with the launch of BSB Whiskey, a collaboration between WES Brands and Jamie Foxx. BSB, with its tantalizing blend of cinnamon spice and brown sugar sweetness, came packaged in a striking matte black bottle, proudly sporting a glowing “BSB” chenille letter patch.
Throughout the game, we savored every sip of BSB Whiskey, whether enjoyed neat, mixed into flavorful cocktails, or downed as shots. We delighted in delectable bites from LA’s trendiest sports bar General Admission and grooved to the beats spun by DJ JADABOO. And when the final buzzer sounded, we kept the party going with after-hours slurpees, savoring every flavor of BSB Whiskey.
With Naeemah Leonard leading the charge as WES Brands’ Senior Brand Director of Whiskey, we knew BSB Whiskey was in good hands. So, as we raised our glasses to toast unforgettable memories, we celebrated living life boldly, stronger, and better with BSB Whiskey. Cheers to a night filled with unforgettable moments!
More about BSB Whiskey below:
Fast-growing spirits incubator WES Brands, known for brand acceleration and innovation, has joined forces once again with award-winning actor, musician, and entrepreneur Jamie Foxx for the exclusive release of BSB Whiskey, an ultra-smooth flavored whiskey. Dedicating two years to the design and development of the new look and flavor, Brown Sugar Blend, affectionately dubbed “BSB,” is ready to debut and shake up the whiskey category. Foxx joins as brand owner and creative director.
“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,” says Foxx, BSB Owner & Creative Director. “BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.”
Embodying the essence of bolder, stronger, and better, BSB Whiskey’s 70-proof liquid is a masterpiece that perfectly blends the aromatic spice of cinnamon with the rich, comforting sweetness of brown sugar. BSB Whiskey comes in dynamic new packaging that is as innovative as the whiskey itself. The sleek, matte black bottle proudly wears a “BSB” chenille letter patch on its chest that glows in the dark, designed to captivate and intrigue. This unique, revamped touch ensures that BSB Whiskey stands out on the shelves and lights up any social gathering, making it the most coveted centerpiece of the night.
“Last year was a record year for flavored whiskies. U.S. depletions reached 18.25 million cases in 2023, up from 14 million cases in 2019*,” said Lauren Kiyak, SVP of Marketing at WES Brands. “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 flavors.”
BSB Whiskey is a key priority in the rapidly growing WES Brands portfolio. To support the national rollout, Naeemah Leonard, a 15+ year veteran in the wine and spirits industry, joins WES Brands as their new Senior Brand Director of Whiskey. Stepping into the newly created role as Senior Brand Director of Whiskey, Naeemah will support the company’s focus on the brand, having worked in brown spirits and managed many celebrity partnerships over her career.
BSB Whiskey blends and bottles in Columbia, TN. BSB Whiskey is sold in 750ml at 70% ABV and is available nationwide online and in limited quantities in the U.S. at select retailers for $24.99.
Perfect for sipping. Ideal for sharing. Always drink responsibly.
