BSB – BROWN SUGAR BOURBON – The Life of the Party

For the June Issue of BIN Magazine, I had the pleasure to write the feature story about BSB – Brown Sugar Bourbon, The Life of the Party

BSB - BROWN SUGAR BOURBON - The Life of the Party

Every spirit brand has a story. It is the story of the people, the place, and the product. And the story behind Brown Sugar Bourbon is rooted in being the life of the party. BSB – Brown Sugar Bourbon is a premium flavored whiskey with a bourbon base mixed with just the right amount of brown sugar and cinnamon. The brand was founded in 2016 by Washington-based Heritage Distilling. In its first year, it received numerous awards including “Best of Category – Flavored Whiskey” and “Gold Medal – Flavored Whiskey” from the American Distilling Institute, as well as a Gold Medal at the Seattle International Spirits Awards. BSB was also named “World’s Best Flavored Whiskey” in 2018 and 2019 by Whisky Magazine’s World Whisky Awards. But BSB became the life of the party in 2021 when it was purchased by singer, actor, and entrepreneur Jamie Foxx.

Celebrities buying into the spirits industry is a popular trend these days. With Foxx, people have been asking him for well over a decade when he would invest in a spirits brand. After his 2008 hit song called ‘Blame It (On The Alcohol)’, Foxx received calls from multiple liquor brands asking for his endorsement. Brands sent him cases of spirits to share at his parties to try to entice him to invest. “I tried them all but none of them stuck,” said Foxx. Foxx did not want to be the face of a brand that he did not absolutely love. He did not want the relationship to be inauthentic. Everything changed when he tasted BSB.

Read the entire store in BIN Magazine’s June 2022 Issue.