Grammy-winning musician Michael Bublé, announced the launch of Fraser & Thompson, his new whiskey brand in partnership with longtime friend, Master Distiller and Blender Paul Cirka.

The launch was three years in the making with the plan to support the brand with an integrated marketing campaign to be announced soon..This “North American Whiskey” – brought to market by fast-growing spirits incubator WES Brands – blends and bottles Canadian Whiskies with Kentucky Bourbon in Bardstown, Ky.  

This whiskey is the product of years of hard work and collaborative efforts involving dozens of beverage alcohol professionals.

“I spent many summers with my grandfather at the confluence of the Fraser and Thompson rivers in British Columbia,” Bublé said in a news release. “When I heard Paul’s vision for creating a new kind of whiskey, I knew instantly what I wanted to call it. For the last three years, we worked together to perfect a whiskey blend that is equally elegant and approachable.”

The blending process is hand-curated by Cirka. 

“Michael and I bonded over our shared passion for whisky, and wanted to create a blend that was flavorful but more light-hearted than the category at large can be known for,” Cirka said. “We stumbled upon creating something new for the category, a blended North American Whisky.”

Fraser & Thompson North American Whiskey is blended and bottled by Heaven Hill in Bardstown, KY. The brand is sold in 750ml bottles at 42% ABV and is available in limited quantities in the U.S. and select international markets, including Canada, for $29.99, as well as on ReserveBar.

For more information, visit  www.FraserandThompsonWhiskey.com.