Jamie Foxx acquires Brown Sugar Bourbon

American actor Jamie Foxx is the latest celebrity to enter the drinks game, having acquired flavoured whiskey brand Brown Sugar Bourbon for an undisclosed sum.

To mark the arrival of the brand’s glittery new owner, Brown Sugar Bourbon has a new look. In his role, Foxx will work as the brand’s creative director and will help to expand BSB’s global footprint.

“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,” Foxx said.

“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,” he added.

As the name implies, Brown Sugar Bourbon is flavoured with brown sugar and cinnamon. Foxx describes the liquid as being “ultra smooth”, making it a versatile drink that can work as a sipper, in shots and in cocktails.

“We are extremely fortunate that Jamie was introduced to our brand at one of his legendary parties. I have no doubt that Jamie will lead BSB to new heights. We can think of no better creative force, and we look forward to watching him introduce BSB to the world,” said Sean M. Penn, CEO of BSB Spirits.

Founded in Washington state in 2016, BSB is available nationwide in the US and is distributed by Southern Glazer’s Wine & Spirits.

The brand includes two expressions, the original Brown Sugar Bourbon and BSB 103, a 103% proof flavoured whiskey, which has a bolder flavour profile.