Merry Christmas Mr Bublé. Thanks for the whiskey

October 30, 2023
By Melissa Parker

Yes, it’s another celebrity spirit brand; this time it’s our favourite Canadian crooner.

Since the epic deal by George Clooney and Randy Gerber with Diageo for Casamigos Tequila, the global spirit world is awash with celebrities getting in on the drinks biz. The Rock, Woody Harrelson, Matthew McConaughey, Kendall Jenner, Jason Momoa, to name a few, and now Michael Bublé.

The singer-songwriter has partnered with master distiller and blender Paul Cirka to create the whiskey Fraser & Thompson.

This brand characterizes its liquid as a blend of North American whiskey, Canadian whisky and Kentucky Bourbon.

The whiskey is named after the crooner’s summers with his grandfather where the Fraser and Thompson rivers meet in British Columbia. Bublé worked with distiller Cirka for three years to perfect the blend.

Fraser & Thompson exhibits a nose of fig and blood orange, with a subtle finish of caramel, vanilla, and a hint of spice.

The expression is blended and bottled at 42% ABV by Heaven Hill Distillery in Bardstown, Kentucky.

The development and introduction of this product are attributed to WES Brands, a spirits incubator business renowned for its collaborative ventures with celebrities and brands, a strategy aimed at enhancing consumer awareness.

WES Brands has previously collaborated with celebrities such as Jamie Foxx on BSB Whiskey and Mark Wahlberg on Flecha Azul Tequila, with plans for further collaboration announcements in the coming year.

Union, a hospitality insights platform that gathers data from on-trade venues across 34 US states, revealed that consumers are willing to pay a 73% premium for celebrity-endorsed spirits.

As for the availability of Bublé’s whiskey in Australia, we will have to wait and see.

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