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March 8, 2021

Jamie Foxx buys majority stake in BSB Spirits’ Brown Sugar Bourbon

US actor and musician Jamie Foxx has bought into BSB Spirits' flavoured Bourbon brand, Brown Sugar.

US actor and musician Jamie Foxx has bought into BSB Spirits’ flavoured Bourbon brand, Brown Sugar.

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Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
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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.

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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Free Whitepaper
img

Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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