US actor and musician Jamie Foxx has bought into BSB Spirits’ flavoured Bourbon brand, Brown Sugar.
The Oscar-winning actor, who has bought a majority stake in brown sugar and cinnamon-flavoured Brown Sugar, will “guide the creative direction of the brand” as well as assisting its expansion, the company confirmed late last week. Foxx’s entrance, for an unspecified amount and sum, coincides with a packaging redesign for the brand.
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Founded in 2016, Brown Sugar’s portfolio comprises two expressions; a namesake 30% abv Bourbon and Brown Sugar Bourbon 103 – a 51.5% abv version, both of which are distributed in the US.
“Owning a brand that brings sweet life to the party has always been a goal and with BSB we’re making it happen,” said Foxx.
BSB Spirits CEO Sean Penn added: “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.”
In 2018, Foxx partnered with Bacardi for a series of celebrity interviews fronted by the company’s Grey Goose vodka brand.
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