Travel IndustryBooksSmarter ShoppingSports

Jamie Foxx on investing in BSB Brown Sugar Bourbon

April 10, 2022, 12:00 PM UTC

Beyond his prolific career as an award-winning actor, musician, and comedian, Jamie Foxx touts to throw legendary parties. After what he describes as an “epic night” in 2019, he noticed his guests coming back for seconds and thirds of one particular spirit: BSB-Brown Sugar Bourbon. BSB blends ultra-smooth bourbon with brown sugar and cinnamon. 

And so last year, Foxx bought the label and continues to invest in it. Foxx says it was important to attach his name to a brand that not only complimented his personality, but was also accessible to all his fans. The Academy Award-winning actor recently shared more with Fortune about his interest in the company.

Jamie Foxx attends American Black Film Festival Honors Awards Ceremony
Jamie Foxx attends American Black Film Festival Honors Awards Ceremony at The Beverly Hilton Hotel on February 23, 2020 in Beverly Hills, Calif.
Leon Bennett—WireImage via Getty Images
  • Startup: BSB (Brown Sugar Bourbon, a subsidiary of Wes Brands)
  • Location: Dallas, Texas
  • Year founded: 2017
  • Valuation: Declined to disclose
  • Investment level: Declined to disclose
  • Number of employees: 18 (within the sales, marketing, and finance departments at Wes Brands)
  • Other major investors: Declined to disclose

Why he invested, in his own words

In 2008, I had a hit song called “Blame It On The Alcohol.” After the song was released, I was getting calls asking me to get behind multiple liquor brands. I tried them all but none of them stuck. Then came a brown sugar flavored whiskey called BSB. I was first introduced to BSB at one of my house parties, and everyone knows I throw the biggest parties. When I tasted it, I said “this is the right flavor.” You can drink it however you want—you can put it on ice, have it neat, shoot it, or mix it with lemonade. BSB takes me back to my roots, and it’s all about that good feeling. I just wanted a brand that was simple and accessible. I wanted something you can turn up with.

Owning a brand that brings sweet life to the party has always been a goal and with BSB we’re making it happen. I’ve always lived by the rule that life is short, and you need to go out and do what you want to do. This is the right time in my life to have an alcohol I feel comfortable about. The brand speaks for itself. It doesn’t feel forced. It was a long search, but I finally found a brand that makes sense to me. Once you taste BSB, you’ll realize it’s not just an alcohol—it’s an experience.

This is an installment of Why I Invested, a series featuring famous investors from all different backgrounds and industries, revealing what inspired them to invest their own money in a new business.