• by Fern Siegel , January 31, 2025

"Suits" star Gabriel Macht is more than an actor. He is also a creative partner and equity stakeholder in Bear Fight Whiskey.

The campaign "What’s Your Bear Fight?" is the liquor's first. The new work runs on Peacock, iHeart and social media.

The creative is by O Positive, and Brian Billow directed the spot.

The brand's name is unusual but deliberate. A bear fight is a challenge to be overcome — whether chasing a dream or wrestling with a booster seat. And the American single-malt wants to be a reward for making the effort in life's daily battles, large or small.

Bear Fight, a Kentucky rye bourbon, is finished in reposado tequila casks. Bear Fight's flavors include vanilla, caramel and the subtle tequila from the cask finishing. Bear Fight Whiskey won Double Gold at the 2023 San Francisco World Spirits Competition.