After spending years searching for whiskey partners that could match its dedication to innovation, ASAP Rocky has done just that with the launch of Mercer + Prince.
In a statement shared Thursday, the Test The artist explained that the new blended Canadian whiskey, which marks a partnership with Global Brand Equities and E. & J. Gallo, brings together what he learned about alcohol during his travels around the world during of the last decade.
“I had wanted to launch a whiskey for a few years, but it was hard to find partners willing to innovate at the level I envisioned,” Rocky said. “Fortunately, I found these partners in Global Brand Equities and Gallo. I’ve come to know whiskey from around the world over the past decade and wanted to challenge the rules to create something unique, while honoring and respecting industry traditions.
An immediately remarkable aspect of the unique bottle design is that equal attention has been paid to everyday ease of use and the same innovation that has been key to Rocky since beginning this journey. Most notably, the bottle is constructed to allow a cup to be placed atop each end, meaning it can be displayed between uses both vertically and horizontally.
“The bottle I designed is designed to connect with the contemporary consumer,” Rocky explained. “Mercer + Prince has a smooth taste, disruptive packaging and a name that is close to my heart. It is accessible to everyone and appeals to a diverse audience, which was very important to me.
The Mercer + Prince, founded by Rocky, is billed as being aged in American white oak barrels for four years and blended in Canada, with opening notes teased as pairing fruit flavors with undertones of whiskey, the Japanese mizunara influence contributing to a complex yet sweet blend of additional notes including vanilla and caramel.
According to a press release, fans can expect online availability to begin via ReserveBar (in select states) starting Thursday. As for traditional retail availability, the Mercer + Prince team says it should start this summer, with an affordable suggested price of $29.99. See more, including a closer look at the bottle design, below.
It’s been a busy time for Rocky, who this week teamed up with Nas for the official video for “Wave Gods” featuring DJ Premier and Hit-Boy. On Friday, he will appear twice on streetwear icon NIGO’s album I know NIGO. Also this month, he unveiled a new AWGE and Mercedes capsule, and attended a Gucci show with Rihanna. The two, of course, are currently expecting their first child together.
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