Gabriel Macht Joins Bear Fight Whiskey

Gabriel Macht, best known for his role in Suits, has embarked on a new career path with Bear Fight Whiskey. He joined the brand as a creative partner and stakeholder in October.

According to Macht, he was introduced to Next Century Spirits and the brand about 18 months ago, and he’s been intrigued by the brand ever since. Bear Fight is produced by Next Century Spirits and backed by Family Guy creator Seth MacFarlane.

“I really admired the goals of the company and the brand,” he says. “I have experience with whisky in my 20s and 30s, and the character I played on Suits was known for his top-shelf whisky.”

Gabriel Macht – From Actor to Bear Fight Member

After putting acting on hold to spend more time with his family, Macht entered the whiskey sector as his “second career”. He married fellow actor and former model Jacinda Barrett, with whom he has two children.

“I’ve always been a person that speaks the words from someone else,” he says of his past ventures. “I wanted to be a creator in the messaging. That’s what’s been exciting in this last period, where we have come up with the message for Bear Fight. I felt this was a total disruptor, we wanted to play with the idea of whiskey – it can be a bunch of different things.”

Early in 2025, Macht will star in a whiskey brand’s first advertising campaign, which poses the question: “What’s your Bear Fight?”.”

“We wanted to break down this idea that it’s testosterone-driven,” Macht explains of the idea behind the campaign, which is about dealing with challenges and taking a risk. He cites learning to play the guitar for two hours a week as an example.

“We’re trying to create, what are you going through at the moment, what are you connecting on? What are your challenges on your to-do list? Completing a creative project, learning how to work out when your nine-week-old puppy needs the bathroom, it’s the little things.”