Featuring a new 70-proof recipe that combines the aromatic warmth of cinnamon with the rich sweetness of brown sugar, this was the ideal moment to refresh the BSB packaging. The sleek matte black bottle showcases a glow-in-the-dark “BSB” chenille letter patch, designed to attract attention and spark curiosity. This distinctive update ensures that BSB Whiskey stands out on shelves and becomes the highlight of any gathering, making it the most sought-after centerpiece of the evening.

The design is inspired by Jamie Foxx’s style, blending class and playfulness. Opting for a matte black bottle in a category typically dominated by clear displays was a bold move. This intentional design choice ensures it will stand out during bottle service and at social gatherings. As the Owner and Creative Director, Jamie Foxx quickly made important decisions and brought forth brilliant ideas, such as incorporating glow-in-the-dark features.

“Life is precious, so I’ve always tried living it to the fullest. As an avid whiskey drinker, owning a brand that is sippable and unlike any other has been a life goal of mine; with BSB, I’m finally making that happen,” says Foxx, BSB Owner & Creative Director. “BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.”

Previously known as Brown Sugar Bourbon, the packaging was intentionally renamed for the relaunch to Brown Sugar Blend, or BSB Whiskey. Research indicated that this new name felt more approachable and added a relaxed vibe to the category. This aligns with Jamie Foxx’s vision of crafting a whiskey that’s both sippable and mixable, perfect for sharing with friends.

Beyond just the packaging, the merchandise and branded barware featuring the recognizable BSB typographic logo have established it as a true lifestyle brand. From pickleball paddles to varsity jackets, the refreshed BSB identity achieves a perfect blend of sophistication and playfulness.