Singer Michael Bublé has a new release, but it's not an album or song – it's whiskey.

Fraser & Thompson North American Whiskey, named after two rivers in British Columbia, Canada, is blended and bottled by Heaven Hill Distillery in Bardstown, Kentucky. Well-known for Grammy-winning albums such as "Crazy Love," which included the song "Haven't Met You Yet" and his mega-hit "Christmas" album, Bublé says he has been developing the new whiskey brand with friend and award-winning master distiller and blender Paul Cirka.

"I spent many summers with my grandfather at the confluence of the Fraser and Thompson rivers in British Columbia," Bublé said in a press release Wednesday announcing the brand. "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. We can't wait to pour you a glass!"

Fraser & Thompson North American Whiskey, founded by singer Michael Bublé and Master Distiller and Blender Paul Cirka, is available in limited quantities in the U.S. and select international markets, including Canada, for $29.99, as well as on ReserveBar.

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The launch of Fraser & Thompson

Fraser & Thompson launched with a tongue-in-cheek promotional campaign playing on Bublé's laid-back demeanor.

He suggests the PR team just kick off the campaign by putting up the logo, rather than an expensive video shoot, so he can continue a nap. "Easy, now," he says at the end.

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'Creating something new'

The 84 proof whiskey ($29.99) will be available in limited quantities in the U.S. and select international markets, including Canada, and online on ReserveBar.

Fraser & Thompson is backed WES Brands, which also supports Jamie Foxx’s Brown Sugar Bourbon and Flecha Azul, the tequila backed by actor Mark Wahlberg and co-founded by entrepreneur Aron Marquez and golfer Abraham Ancer.

"We stumbled upon creating something new for the category, a blended North American Whisky," Cirka said in the release. "I would be delighted if you would call my personal cell and I can explain everything about this beautiful whisky: (929) 867-7490."

When you call that number, you get a recording saying it's Cirka's voice mail and he describes how they blended Canadian whisky with American bourbon "to achieve a balanced, flavorful liquid with a smooth, soft finish."

The goal, Cirka said in the answering machine recording, "was to create a delicious and affordable product, something respected by whiskey lovers, but enjoyable by people who may have never tried or even liked whiskey before."

Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.

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