Owned and creatively directed by Jamie Foxx, BSB set out to redefine flavored whiskey. The category was in a period of growth, with the United States accounting for nearly 80% of global flavored whiskey sales and saw 23% growth in 2024, a trend expected to continue.
Within that momentum came an opportunity to create something new: a smooth, sippable spirit that could live alongside premium whiskeys while keeping a sense of fun and approachability.
The team led a complete brand repositioning, liquid refinement and packaging redesign shaped by Jamie’s personal style and creative direction. The new look, a matte black bottle with a tactile chenille BSB patch that glows in the dark, draws from fashion and sports culture to bring a bold and confident energy to the backbar. The refined liquid delivers a smoother, more balanced whiskey with warm brown-sugar and cinnamon notes, designed to be enjoyed neat, on the rocks, or mixed.
The team also developed the complete go-to-market plan and creative toolkit, including brand photography, videography, paid media, bar tools, and launch events. Created for those who love socializing and exploring new drinks, BSB is a call to seize the moment, a whiskey that feels elevated and inclusive, embodying Jamie’s philosophy of bringing people together to celebrate life and have fun.
