A$AP Rocky Declares New Whiskey Enterprise – Billboard
During the last three years, A$AP Rocky, the multi-hyphenate artist identified for initiatives spanning music, artwork, vogue, has been quietly engaged on his newest enterprise: Mercer + Prince, a Canadian whisky developed in partnership with World Model Equities and E. & J. Gallo. The spirit, named for Rocky’s favourite cross streets in his native New York Metropolis, has a taste profile with hints of vanilla, caramel, and baked apple.
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“I’m so excited and grateful to lastly introduce Mercer + Prince to the world,” founder Rocky stated in a press release. “I’ve been studying about whisky from everywhere in the world for the previous decade and wished to defy the foundations to create one thing distinctive, whereas honoring and respecting business traditions.”
Aged over 4 years in American white oak barrels and blended in Canada, Mercer + Prince can also be infused with Japanese Mizunara oak (which provides extra nuanced cinnamon and black tea notes), making it a uniquely complicated and cross-cultural consuming expertise.
“We set out on a mission the place we tasted a variety of various liquids. We had Rocky style between 40 and 50 totally different liquids from all totally different classes, all throughout the whiskey class, however from totally different origins and international locations. The first goal of these blind tastings was to land on his favourite style profile,” James Morrissey, Founder & CEO of World Model Equities, instructed The Hollywood Reporter. “We put our belief in him as a tastemaker.”
Rocky and Morrissey felt that the whiskey class is crowded with conventional manufacturers, by way of style, distillation course of, and aesthetic. “We shared very related visions for a way the standard classes of whiskey might be disrupted immediately, to talk extra to the up to date client,” he stated.
The Mercer + Prince bottle design is probably essentially the most notable departure from traditional whiskey silhouettes; smooth and useful, the alcohol is available in a flat-edged rectangular bottle, in a position to relaxation vertically or horizontally, and options two cups as bookends.
Within the winter of 2019, Rocky and Morrissey sat within the Roxy Lodge in Soho, as Rocky sketched his imaginative and prescient for the packaging on a serviette. “He was sort of nervous to point out me what he had in thoughts as a result of it was so obscure, so totally different,” Morrissey stated. “The product virtually appears to be like like an elevated artwork piece. It’s designed to raise your bar cart.” Aesthetic worth apart, the bottle is encased in a method that makes it appropriate for transit, a nod to Rocky’s innate New York sensibility.
Up to now, World Model Equities has partnered with different music business skills to develop drinks; Maison No. 9, their French rose wine venture with Publish Malone, debuted in 2020. “It’s actually essential to have an genuine connection, relationship, and possession of something we create with expertise in a really intentional method,” Morrissey says. “We aren’t an organization that pays entertainers to endorse merchandise that we’ve already created. It must be a real collaboration in the actual sense. And we consider that buyers are good sufficient immediately to comprehend precisely what they need — they not need expertise simply to be the faces of manufacturers.”
Since its launch final week, Mercer + Prince is solely accessible on-line for $29.99, and can stay that method for the approaching months. In response to Morrissey, “that is quite common in streetwear and in client items for our new period of shoppers, however it isn’t frequent within the drinks business.” The bottle will present up on cabinets in retail areas later this 12 months.
This text initially appeared in THR.com.
During the last three years, A$AP Rocky, the multi-hyphenate artist identified for initiatives spanning music, artwork, vogue, has been quietly engaged on his newest enterprise: Mercer + Prince, a Canadian whisky developed in partnership with World Model Equities and E. & J. Gallo. The spirit, named for Rocky’s favourite cross streets in his native New York…