In October, Grammy winner Michael Bublé partnered with master distiller Paul Cirkanch to create a new whiskey brand: Fraser & Thompson.

Now, the pair have launched the “Easy, now” integrated campaign for the North American whiskey. Ad agencies SLAP Global and GREATWORK produced the two new spots that feature Bublé: F&Tea and Fun and Tingly.

The cross-media push consists of TV, online social and retail advertising. The campaign also includes an out-of-home placement in Times Square.

“I spent many summers with my grandfather at the confluence of the Fraser and Thompson rivers in British Columbia,” said F&T founder Michael Bublé. “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.”

Fraser & Thompson North American Whiskey blends Canadian straight whiskey and Kentucky bourbon into a smooth, mellow spirit. Cirka hand-selected aged liquid to blend into the whiskey, with sweet fig and blood orange on the nose, and a subtle finish of caramel, vanilla and spice. WES Brands is bringing it to market.

Lauren Kiyak, senior vice president of marketing for WES Brands, said: “Both American and Canadian Whiskey have seen a resurgence over the past five years, so we felt the appetite for the first North American whiskey would be strong.” Fraser & Thompson is blended and bottled in Bardstown, Kentucky.

U.S. whiskey has a storied history. According to the Distilled Spirits Council, in 1799, George Washington’s distillery at Mount Vernon produced nearly 11,000 gallons, making it one of the largest whiskey distilleries in America at the time.

Most domestically produced whiskey is still consumed in the U.S., per the DSC. But consumer demand for American whiskey worldwide has risen, with exports in 2022 reaching $1.3 billion.

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