Have you always been a whisky drinker? Yes, I have always appreciated a good whisky, as did my grandfather. He was a whisky enthusiast in his own right and imparted to me a lifelong appreciation for quality whisky. What’s unique about Fraser & Thompson Whiskey? Fraser & Thompson is forging a new spirits category. Its Canadian roots paired with a Kentucky blend introduced a new whisky category: it’s the first North American whisky. My co-founder, Paul Cirka, is a long-time friend and award-winning master distiller. He is the reason I got involved with the project. It took over three years, but with his expertise and knowledge, we developed an incredible whisky. I am super proud of what we created together. How did the name Fraser & Thompson come about? Growing up, my grandfather took me fishing on the Fraser and Thompson Rivers in British Columbia. He said sometimes the greatest things can happen when two unexpected things, like the Fraser and Thompson Rivers, meet. That’s what we really tried to apply to our whisky. People never would’ve thought that Canadian whisky and Kentucky bourbon would blend well, but we knew better. Fraser & Thompson has some very fun marketing, like “Less burn, more Bublé” and “Disturbingly calm, effortlessly smooth.” Do you enjoy this cheeky side of marketing? It doesn’t matter how good your marketing is; if the product isn’t good, it’s never going to work. Fraser & Thompson is a genuine passion project—it’s sophisticated and elegant while remaining approachable. I love that I’m able to be so involved in the marketing. I worked closely with the creative and marketing teams to come up with those cheeky tag lines, and I loved being part of the campaign videos and getting the opportunity to show everyone my sense of humour.
What is your favourite way to drink Fraser & Thompson Whiskey?
Nothing beats sitting back and relaxing with a glass of F&T. I’m a big whisky guy, and I usually like it over ice, but it also makes a great cocktail like our F&T Old-Fashioned. Is there a particular dish you like to pair with your whisky? My beautiful wife is Argentinian, and we eat a lot of traditional Argentinian dishes. A staple dish in our home is my mother-in-law’s empanadas. My wife and I will pair empanadas with the F&T Old-Fashioned; it’s really easy to whip up a big batch that we can share with the whole family.
Which of your songs pairs best with Fraser & Thompson?
“Quizas, Quizas, Quizas.” This is a track we just released for the first time as part of my new greatest hits album, The Best of Bublé , which I’m so excited everyone can finally listen to.
What do the holidays look like for you this year? I’ve been spending a lot of time in Los Angeles as the newest coach on The Voice . Once we have our season 26 winner, I’m looking forward to spending the holidays with my family. As a Canadian, Argentinian and Italian family, we cook everything from empanadas to turkey to fresh pastas. It’s an amazing way to celebrate the wonderful mix of cultures.
Different celebrities have various levels of involvement with their products. How involved have you been in the whisky-making process?
As brand co-founder, I am heavily involved at every step. I worked to get the brand in front of key audiences, because I really believe in the product and how good it is. The actual making of the whisky was the longest and most difficult project I’ve been part of. The distilling and blending process is done by Paul Cirka. You grew up in the Lower Mainland. Are there any funny bar stories about Vancouver you can share? What’s funny is that bars were like my living room—they’re where I spent my nights working and performing for anyone who would listen. I can’t count how many times I sang for people who weren’t interested in me!
Fraser & Thompson Whiskey USA $62.99 330715 A fragrant whiskey delivering vanilla, dried orange peel, fig and apricot flavours. Toffee and spice flavours on the palate roll into a long, smooth finish.
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