Bear Fight Whiskey, a Next Century Spirits brand, has officially partnered with actor, director and producer Gabriel Macht. Known and beloved as Harvey Specter on the record-breaking, acclaimed show “Suits,” Macht joins Bear Fight as a creative partner and equity stakeholder. 

As a prolific creative, Macht will take center stage in the brand’s inaugural commercial campaign debuting in early 2025. Macht’s partnership will bring his signature charisma and sharp presence to the equally bold whiskey brand. Through this collaboration, Macht and team Bear Fight aim to unify established whiskey lovers and the whiskey curious alike, all revolving around the thought-provoking question: “What’s your Bear Fight?”

“I’ve been a long-time whiskey fan, so linking arms with Bear Fight and Next Century Spirits was a compelling opportunity I was eager to jump on,” Macht said in a news release. “I’ve always been drawn to projects that are bold and unique, and Bear Fight is no exception. The brand challenges tradition, bringing new-world methods and attributes to the spirits realm

“As a proud whiskey enthusiast, I’m excited to tap into my creativity and help define the Bear Fight brand while building a sense of connection and enjoying a few ‘new’ fashioneds along the way.”  

Bear Fight is a highly awarded whiskey brand renowned for its bold, yet approachable flavors, innovative whiskey making and biting sense of humor. Its portfolio includes two expressions: American Single Malt Whiskey, which uses three types of oak barrels to develop a distinct depth of flavor, and Kentucky Reserve Bourbon, which is finished in reposado tequila barrels. 

“Partnering with Gabriel felt like a natural next step for Bear Fight. Ultimately, he is the Bear Fight brand personified: confident, sophisticated, elegant all while remaining approachable,” Anthony Moniello, Next Century Spirits Co-CEO, said. “Welcoming him to the team will help bolster this top-performing brand within the Next Century Spirits portfolio, helping deepen our trust as a multinational spirits company and exemplifying our ability to create best-in-class, award-winning spirits.”  

Gabriel Macht is among other celebrity company on the Bear Fight team, as Seth MacFarlane will continue as a founding investor along with entrepreneur and investor Matthew Bronfman, Valedor Partners and Next Century Spirits.  

For more information, visit www.bearfightwhiskey.com.    

We are so excited to team up with @GabrielMacht to shake up the whiskey category. Stay tuned!

What’s your bear fight?
🐻🥊🥃#whatsyourbearfight #bearfightwhiskey pic.twitter.com/2IL0amkZCg

— Bear Fight Whiskey (@BearFightMaltW) October 10, 2024

Read more: Bear Fight Releases Reposado-Finished Bourbon

About Next Century Spirits

Next Century Spirits (NCS), headquartered in Zebulon, North Carolina, is a full-service distilled spirits and marketing company. NCS specializes in the creation and processing of distilled spirits for private label, bulk and NCS-owned brands.