What
causes a celebrity to endorse or release a whiskey? Is it always about money, or
can there be genuine love and interest in a project?
Heritage
Distilling Company, Inc., which refers to
itself as HDC, started in 2011 as four friends chatting around a
campfire. Justin Stiefel, his wife, Jennifer, Drew Kellerman, and his wife, Sara,
were enjoying cigars and whiskeys that night. They made a pact to create a
whiskey better than what they were drinking (what they were drinking at the
time wasn’t disclosed).
HDC
maintains six tasting rooms in Oregon and Washington; the first was in Gig
Harbor, and most have distilling and/or production operations on-premises. HDC
creates whiskeys, vodkas, and ready-to-drink cocktails. In 2016, it formulated
a flavored whiskey called Brown
Sugar Bourbon, also known as BSB.
In
2019, BSB became independent from HDC. The brand was purchased by Jamie Foxx
(yes, that Jamie Foxx), and in 2021, he joined forces with WES Brands
to continue the brand’s growth and innovation. The name changed slightly to Brown Sugar Blend.
"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. BSB is an ode to my personal philosophy – it’s about bringing people together to celebrate life and have fun.” – Jamie Foxx, BSB Owner & Creative Director
There
have been more than name changes with BSB. The original formula was bottled at
30% ABV (60°). At its April 2024 rebranding, that’s been upped to 35% ABV (70°)
and is now referred to as BSB
Whiskey. But, what is BSB?
Simply
put, BSB is whiskey with brown sugar, cinnamon, and caramel coloring added. The
liquid is still produced by HDC. There is no detailed recipe breakdown, and it is
marketed as ultra-smooth. BSB is available nationwide and has a
suggested price of $24.99.
In
exchange for my no-strings-attached, honest review, BSB sent me a sample of its
rebranded flavored whiskey. As luck would have it, I have a shooter of the original
60° formula. This calls not only for a review of BSB; today, we’ll have a head-to-head
matchup!
Both
were sipped neat from a fresh Glencairn glass. Now, let’s #DrinkCurious!
The Original
BSB (Brown Sugar Bourbon)
Appearance: This
flavored whiskey had a bright, golden color. It had a thicker rim that stuck to
the wall like glue.
Nose: If you
blindfolded and asked me to sniff the air, I’d swear you shoved a Cinnabon
under my nose. I smelled cinnamon, brown sugar, pastry dough, and vanilla
frosting. Drawing the air through my lips consisted of vanilla and cinnamon.
Palate: The
mouthfeel was creamy. Its taste consisted of brown sugar and vanilla; then came
a hint of cinnamon.
Finish: The exceedingly
brief finish was a dusting of cinnamon.
Bottle, Bar, or Bust: This
version sold for $20.00 for a 750ml. Honestly, it is unremarkable; the nosing
was the best aspect. There was no heat. It was easily sipped because there was little
engagement and no excitement. Long story short, this is a Bust.
◊◊◊◊◊
The New
and Improved BSB (Brown Sugar Blend)
Appearance: The
newer version looked utterly different. Whereas the original BSB was golden,
the new BSB is orange and brassy. It produced a much thinner rim and dropped a wavy
curtain of tears.
Nose: The
aroma included plenty of cinnamon and brown sugar. Vanilla and nougat appeared
when I pulled the air through my lips.
Palate: The silky
texture rolled across my tongue and down my throat. The cinnamon, brown sugar, butter,
and maple syrup flavors complemented one another, enticing me to think of
pancakes or Belgian waffles.
Finish: BSB’s
finish was short but longer than the original’s fleeting duration and warm
enough to tell you this is an adult beverage. Brown sugar and powdered cinnamon
remained.
Bottle, Bar, or Bust: BSB isn’t
going to knock your socks off, but it also doesn’t disappoint. This flavored whiskey
has character, and at $24.99, it would make a decent cocktail or something different
to drink on a hot summer’s evening. A little more oomph would be appreciated;
as it is, it earns my Bar rating.
The Winner: These were
two very different sipping experiences. Whereas the first smelled lovely but
was otherwise dull, the second had a more muted nose, but its taste was superior.
Neither produced much depth on the palate, as flavored whiskey that’s almost
expected. What caused the massive change? Could it be ten proof points? Is
the recipe different?
I
have no answer to those three questions. I can tell you that given the option
between something that smells good and tastes dull and something that smells
dull and tastes good, I’ll take the latter every time. Cheers!
My Simple, Easy-to-Understand
Rating System
- Bottle = Buy It
- Bar = Try It
- Bust = Leave It
Whiskeyfellow encourages
you to enjoy your whiskey as you see fit but begs you to do so responsibly.
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