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Michael Bublé is hoping to share a drink with his fellow Canadians, as the musician’s Fraser & Thompson whiskey has been announced as the official whiskey of the 2025 Juno Awards.
The annual ceremony honors the best Canadian musicians and recordings of the year, and in addition to providing the libations for guests and nominees with Fraser & Thompson, Bublé returns as host, after previously leading the 2013 and 2018 proceedings.
Fraser & Thompson will be the exclusive whiskey pour at select Juno Week events and be part of the official cocktail of the 2025 Juno Awards gala. In a press release, the brand says the collaboration will “showcase the distinct blend of class and ease that defines Fraser & Thompson, at one of the nation’s most celebrated cultural events, uniting music, artistry, and the joy of being present.”
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Bublé launched Fraser & Thompson in 2023, telling Rolling Stone that he wanted to create an “approachable new-to-world whiskey” that would hold up as well in a cocktail as it does neat (or on the rocks, as the singer prefers). Named after the Fraser and Thompson Rivers in Bublé’s home province of British Columbia, the spirit blends Canadian straight whiskey and Kentucky bourbon into a smooth and creamy palate, with notes of dried fig, blood orange, vanilla and honey.
Bublé says he’s been excited to see fans enjoying their Fraser & Thompson bottles at home and eager to bring the release to Canada’s “Biggest Night in Music.” “I’ve always had memories that I savour over whiskey, and that’s something really special to me,” he says. “With F&T, you can always count on a great pour, no matter the occasion. It’s a whiskey made for good vibes and great moments, which you don’t need to be a spirits expert to enjoy – it’s a whiskey for everyone.”
The 54th Annual Juno Awards will be held in Vancouver, BC on Sunday, March 30, 2025. Fans in Canada can stream the broadcast live on CBC or watch it internationally with a VPN on CBC.ca.
As for Bublé, the whiskey partnership comes on the heels of a busy spring for the singer: he’s one of the coaches on the latest season of The Voice, after first joining the competition series last year. He’s also presumably working on new music, which would mark his first non-holiday single since a Jason Derulo team–up last year, and his first studio album since 2022’s Higher.
