BSB-Brown Sugar Bourbon announce actor and entrepreneur Jamie Foxx as owner of the flavored whiskey brand.

Foxx will lead BSB’s creative direction, with the first step being redesigned packaging for both of the brand’s products, BSB-Brown Sugar Bourbon and BSB 103. The whiskeys feature notes of brown sugar cinnamon and can be sipped or used as mixers.

Sean M. Penn, CEO of BSB Spirits, said Foxx was introduced to BSB at a party, which is what eventually led to his involvement with the company.

“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,” Foxx said in a news release. “Anyone who tries BSB is going to love it just like I do.”