Jamie Foxx launches ‘Brown Sugar Blend’ whiskey

Actor Jamie Foxx joins the ranks of celebrity spirits ventures with a surprisingly affordable, cinnamon flavoured BSB (Brown Sugar Blend) whiskey.

Jamie Foxx has teamed up with spirits incubator WES Brands to launch BSB Whiskey, a flavoured cinnamon blend

Two years in the making, the 35% ABV product, which comes in a matte, black bottle with glow-in-the-dark logo, combines “the aromatic spice of cinnamon with the rich, comforting sweetness of brown sugar.”

Foxx, known for his roles in Ray and Django Unchained, is the brand owner and creative director of BSB.

“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,” said Foxx. “BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.”

Why cinnamon?

“Last year was a record year for flavoured whiskies. US depletions reached 18.25 million cases in 2023, up from 14 million cases in 2019*,” said Lauren Kiyak, senior vice president of marketing at WES Brands.

Blended and bottled in Columbia, Tennessee, BSB Whiskey is available in limited quantities at select US retailers for the modest price of US$24.99. Compared to other celebrity spirits ventures, which have chosen a more premium route to market, Foxx’s debut alcohol product is surprisingly affordable.

Outlander star Graham McTavish prices his Bourbon product The Warchief at US$75 per bottle.

Four Walls Whiskey by It’s always sunny in Philadelphia actors Rob McElhenney, Glenn Howerton and Charlie Da, combines Irish whiskey with American rye whiskey, and retails for US$36.99.

Musician Bob Dylan’s Heaven’s Door Ascension Kentucky Straight Bourbon is marketed at US$54.99.

In the celebrity Tequila category, George Clooney’s Casamigos, Dwayne Johnson’s Teremana and Kendall Jenner’s 818 bottles go for upwards of US$50, US$30 and US$45 respectively, though Jenner was forced to lower the price of her 818 range last year following consumer feedback that it was too high.

Frapin XO Cognac Rudy Gobert by the NBA’s Minnesota Timberwolves player is priced at US$249.99 for 700ml.

WES Brands has called BSB Whiskey “a key priority” in its expanding portfolio.

“With Jamie’s creative lead, BSB now sits at the intersection of fashion and sports, a modern tribute to nostalgic tech and delicious flavours,” said Kiyak.

“We knew we had an incredible opportunity on our hands.”