In an innovative collaboration, Grammy-winning singer Michael Bublé has teamed up with master distiller and blender Paul Cirka to present a distinctive North American whiskey. Inspired by Bublé’s smooth tones, Fraser & Thompson Whisky has a characteristic mildness that creates an elegantly accessible limited edition whisky.
If you’re a fan of celebrity-endorsed spirits, here are five things you should know about Fraser & Thompson Whiskey.
1. Michael Bublé co-founded the brand
Canadian singer and songwriter Michael Bublé has sold over 75 million albums worldwide and performed sold-out tours in over 30 countries, earning him a sterling reputation in modern music culture. Bublé’s award-winning career includes 5 Grammys, 15 Juno Awards and stars on the American and Canadian Walk of Fame.
Michael Bublé is known for entertaining his audiences with timeless melodies and love songs. Since his debut album in 2003, he has released six multi-platinum albums, including Call me irresponsible (2007), Crazy Love (2009) and Christmas (2011). In 2022, Michael Bublé released his 11th Studio album, Higher.
With his unstoppable musical talent and versatile voice spanning standards, pop, swing, jazz, R&B and comedy, Bublé is best known for hits such as “Haven’t Met You Yet” (2009).
On 25 OctoberMay, In 2023, Michael Bublé ventured into the whiskey industry with the launch of Fraser & Thompson Whiskey. Classified as Blended North American Whiskey, Fraser & Thompson’s first bottling, bottled at 84 proof (42% ABV), is a distinctive combination of Canadian whiskey and Kentucky bourbon. Bublé puts his name behind an innovative new whiskey variety, but admitted at the brand’s launch that he was no expert, explaining, “I’m just a Canadian hockey-loving guy who’s been very fortunate to work with some incredibly cool whiskey nerds.”
2. Paul Cirka is master distiller for Fraser & Thompson
Michael Bublé’s brand partner is fellow Canadian Paul Cirka, the master distiller and blender of Fraser & Thompson. Cirka originally worked for Kentucky-based Heaven Hill distillery before establishing a craft distillery in Montreal in 2014, producing a range of small-batch Canadian rye and corn whiskies.
In 2020, Cirka approached Michael Bublé and asked him to become an ambassador for the boutique distillery, but after tasting the products, Bublé instead offered to invest in the company and help create a unique whiskey brand.
Paul Cirka hand-selected the spirits for Fraser & Thompson before the blend was matured in first-fill American white oak casks. In 2023, Cirka selected casks to create Fraser & Thompson’s first limited edition, creating a distinct flavour profile of sweet fig and blood orange on the nose, followed by a subtle finish of caramel, vanilla and hints of spice.
3. The brand is named after Bublé’s grandfather
Michael Bublé initially considered incorporating a musical theme into the whisky brand, but when he heard Paul Cirka’s vision to blend and create a new type of whisky, he remembered fond childhood memories with his grandfather. Bublé recalled summer camping trips with his grandfather along the coast of British Columbia, Canada: “There was a confluence of rivers there, and he told me that this was where the dirty, mighty Fraser met the icy, clear Thompson” – the Fraser & Thompson whisky brand was born.
After naming the brand, Bublé also incorporated a few more personal tributes into the Fraser & Thompson bottle label design – his grandfather’s birth date is written at the top of the label, while Bublé’s own birthday appears next to the batch number. Bublé has not disclosed all of the bottle’s references to his grandfather, but commented: “There are more – lots of things that pay tribute to him.”
4. Fraser & Thompson blends Canadian whisky and Kentucky Bourbon
Fraser & Thompson blends a selection of Canadian rye, corn and malt whiskies and combines them with a small amount of Kentucky Bourbon – the blend consists of 92% Canadian whisky8% Kentucky Bourbon Whiskey.
The partnership between Bublé and Cirka attracted the interest of the entire spirits industry, including Max Shapira, President of Heaven Hill DistilleryHeaven Hill was intrigued by Cirka’s vision to create a North American whiskey blend and entered into a collaboration (unique in the distillery’s 88-year history) by supplying the bourbon for Fraser & Thompson’s creation – a testament to its recognition of Cirka’s skills as a master blender.
The origin of the brand’s Canadian whiskeys is unknown, with the majority believed to be supplied by Cirka’s Montreal-based boutique distillery. However, Fraser & Thompson Whiskey is blended and bottled by Heaven Hill in Bardstown, Kentucky.
5. Fraser & Thompson’s marketing campaign is called “Easy, Now”
Following the brand’s launch in October 2023, Fraser & Thompson Whiskey will be available in limited quantities for selected US retailersand select international markets including Canada for $29.99 and online at ReserveBar.
To promote the brand, Fraser & Thompson launched the “Easy, now” marketing campaign with two video commercials starring Michael Bublé called “F&Tea” and “Fun and Tingly” – a play on Fraser & Thompson’s initials.
The “Easy, now” campaign highlights both Michael Bublé’s signature relaxed style and Fraser & Thompson’s signature smoothness, encouraging consumers to sit back and enjoy. The Fraser & Thompson brand website also integrates the “Easy, now” campaign – the cocktail section recommends simply mixing the whisky with your favorite mixer, and the food pairing is your favorite takeaway drink.
