Singer Michael Bublé has a new release,SafeX Pro Exchange 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!"

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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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