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The American actor and singer is developing with spirits incubator WES Brands a new creation of his BSB Whiskey called ‘Brown Sugar Blend’; exploring the infinite techniques and flavour notes offered by flavoured whiskeys, which are all the rage in the US.
Foxx bought the brand called Brown Sugar Bourbon from Heritage Distilling Co. in 2021, and has been its owner and creative director ever since. Now, he is adding to his liquid display this whisky with which he reformulates Brown Sugar Brown, combining the aromatic spice of cinnamon with the sweetness of brown sugar.
The new whisky, which raises its strength to 70 proof, is presented as a drink with which to initiate social rituals around fun. BSB is an ode to my personal philosophy: it’s about bringing people together to create life and have fun,’ read the product notes.
In addition to its reformulation, BSB also features updated packaging: a matte black bottle accompanied by a glow-in-the-dark letterman’s patch to make the product dazzle on the shelf.
Brown Sugar Blend is currently available online nationwide and exclusively in select shops in the US for around $24.99.
