ASAP Rocky Announces New Whiskey Brand

ASAP Rocky has often talked about his desire to venture out in the liquor business. After spending years looking for partners in the whiskey space that could match his dedication to innovation, the rapper has finally found his perfect match.

ASAP Rocky took over headlines after he announced the launch of his whiskey brand, Mercer+Prince. In a statement shared on Thursday, the artist explained that the new blended Canadian whiskey came about with a partnership with Global Brand Equities and E. & J. Gallo.

According to Complex, Rocky said in a statement, “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,” He further 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.”

While the quality of the whiskey is important, the TESTING artist has also put great effort into the appearance of the bottle. The bottle is built in such a way that allows for one cup to be placed atop each end, meaning it can be displayed in both a vertical and a horizontal manner.

“The bottle I designed is made to connect with the contemporary consumer,”

Rocky explained in his statement that “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.” He revealed that the liquor is being aged in American white oak barrels for four years and blended in Canada.

Fans can expect online availability to begin via ReserveBar (in select states) starting Thursday. As for traditional retail availability, the Mercer + Prince team said that it should be starting this summer, complete with an approachable $29.99 suggested price. Meanwhile, check out some pics of the exotic bottle below.

What’s your take on this story? Sound off in the comments.