Rapper A$AP Rocky may have made headlines as Rihanna’s baby’s father, however, the 33-year-old has his hands in other ventures on the come up.
Dubbed a fashion icon in addition to being a rapper, the “Wave Gods” lyricist has partnered up with Global Brand Equities and E. & J. Gallo to create Mercer + Prince, a blended Canadian whiskey.
Mercer + Prince is slated to make its mark in the whiskey business by creating a smooth and aged bourbon. With Japanese and American influences, the brand is set to be distributed in a two-cup bottle “to sit vertically or horizontally on a bar or table.”
As a founding partner, A$AP Rocky said, “I’m so excited and grateful to finally introduce Mercer + Prince to the world. I have wanted to launch a whisky for a few years, but it was difficult to find partners willing to innovate to the level I envisioned. Fortunately, I found those partners in Global Brand Equities and Gallo.”
He added, “I have been learning about whisky from all over the world for the past decade and wanted to defy the rules to create something unique while honoring and respecting industry traditions. The bottle I designed is made to connect with the contemporary consumer. Mercer + Prince is smooth in taste, disruptive in packaging, and close to my heart in name. It’s accessible to all and appeals to a diverse audience, which was very important to me.”
The brand is based on two streets favored by the rapper in New York City embodying a diverse group of people in one of the biggest melting pot metropolitan areas in the country.
Founder and CEO of Global Brand Equities, James Morrissey, explained why he welcomed the partnership with the entertainer. “Rocky has been a friend and someone I have always shared a creative connection with, so when he wanted to create a whisky, it was a no-brainer for us to create this partnership,” he said. “Rocky and I have always shared a vision to push the boundaries of innovation across genres and communicate with each other on the same frequency.
Bourbon connoisseurs can look forward to fruit aromas infused in the aged whiskey with baked apple and cinnamon flavor, caramel, and vanilla undertones. Mercer + Prince is available online through ReserveBar in selected states. It will hit retail stores in the latter part of summer starting at $29.99.