# Celebrity-Backed Whiskey Brands Michael Bublé Announces the Fraser & Thompson Whiskey Brand By Kalin Ned | Published 2023-11-08 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/fraser-thompson-whiskey References: [fraserandthompsonwhiskey](https://fraserandthompsonwhiskey.com/) & [youtube](https://www.youtube.com/watch?v=07P1Uo-e3UQ) Michael Bublé has entered the [high-end spirit industry](https://www.trendhunter.com/trends/505-edition-branson-cognac) with the launch of his Fraser & Thompson Whiskey brand. The business endeavor is made possible through the Grammy-winning superstar's partnership with "longtime friend and [award-winning Master Distiller and Blender](https://www.trendhunter.com/trends/custom-whisky-blends) Paul Cirka and fast-growing spirits incubator WES Brands." A flagship product for Fraser & Thompson Whiskey is the [North American Whiskey](https://www.trendhunter.com/trends/the-quintessential-edition) which is bottled and blended by Heaven Hill in Bardstown, Kenthuky. The ingredients are carefully selected by Cirka himself who aims to accurate a premium blend that betrays sweet fig and blood orange on the nose, and a subtle finish of caramel, vanilla, and a hint of spice. About his business, Michael Bublé shares that "[he] spent many summers with [his] grandfather at the confluence of the Fraser and Thompson rivers in British Columbia," hinting at the origin of the brand name. Image Credit: Fraser & Thompson Whiskey ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 39% | Activity: 58% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Why This Trend Is Growing - **Celebrity-backed Whiskey Brands:** The trend of celebrities launching their own whiskey brands is gaining popularity and capturing consumer attention. - **High-end Spirits Industry:** The high-end spirits industry is experiencing growth, with more consumers seeking premium and unique drinking experiences. - **Partnerships in the Spirit Industry:** Collaborations and partnerships between celebrities, master distillers, and spirits incubators are creating innovative business opportunities in the whiskey market. ### Industries Being Reshaped - **Whiskey Distilleries:** Whiskey distilleries can explore celebrity collaborations to create unique and premium whiskey brands. - **Spirits Incubators:** Spirits incubators can foster partnerships with celebrities and master distillers to launch innovative whiskey brands and capitalize on consumer interest. - **Premium Beverage Market:** The premium beverage market, including high-end spirits, presents an opportunity for expansion and engagement through celebrity-backed whiskey brands. ## Related on Trend Hunter - [Sparkling Water-Branded Holiday Lines](https://www.trendhunter.com/trends/knitwear-collection.md) - [Rapper-Backed Whiskey Launches](https://www.trendhunter.com/trends/mercer-prince.md) - [Country Singer-Approved Spirits](https://www.trendhunter.com/trends/duck-club-bourbon.md) - [Artist-Inspired Custom Whisky Blends](https://www.trendhunter.com/trends/custom-whisky-blends.md) - [Brandy Barrel Aged Whiskeys](https://www.trendhunter.com/trends/barrel-aged-whiskey.md) - [Flavor-Fused Whiskys](https://www.trendhunter.com/trends/glenlivet-rum-and-bourbon.md) - [Luxurious Scotch Whiskey Bottles](https://www.trendhunter.com/trends/cu-bocan.md) - [Collaborative Rock Band-Branded Bourbons](https://www.trendhunter.com/trends/smashing-pumpkins-bourbon.md) - [Coffee-Infused Whiskeys](https://www.trendhunter.com/trends/macallan-harmony-collection-smooth-arabica.md)