Jamie Foxx has been announced as the owner of the new flavored whiskey brand BSB-Brown Sugar Bourbon. Foxx’s leadership and the redesigned bottle starts a new era for the brand and it’s two product offerings: BSB-Brown Sugar Bourbon and BSB 103.

In his ownership role, Foxx will lead creative direction and lend his entrepreneurial spirit to help further the brand’s expansion.

“I’ve always lived by the rule that life is short, and you need to go out and do what you want to do. 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. “Before the quarantine I watched bottles of BSB disappear at all my celebrations and knew this was a brand I wanted to bring into the spotlight. Anyone who tries BSB is going to love it just like I do.”

“We are extremely fortunate that Jamie was introduced to our brand at one of his legendary parties,” said Sean M. Penn, CEO of BSB Spirits. “I have no doubt that Jamie will lead BSB to new heights. We can think of no better creative force than Jamie, and we look forward to watching him introduce BSB to the world.”

The brand was found in Washington state in 2016 and is currently available nationwide at online and fine liquor retailers.