A$AP Rocky has teamed up with Global Brand Equities and E. & J. Gallo to launch his very own whiskey brand, Mercer + Prince. The newly-launched beverage reportedly brings together a variety of flavors, including baked apple, caramel and vanilla.
“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” the Harlem native said in a statement obtained by The Hollywood Reporter.
“I have been learning about whisky from all over the world for the past decade and wanted to defy the rules to create something unique, while honoring and respecting industry traditions.”
Named after two cross streets in New York, the whiskey brand’s name pays homage to the city that raised him and the city that allowed him to connect with his business partner, James Morrissey. According to Morrissey, he was staying at a New York hotel not long ago when Rocky approached him about his idea.
“He was kind of nervous to show me what he had in mind because it was so obscure, so different,” Morrissey explained.
“The product almost looks like an elevated art piece. It’s designed to elevate your bar cart.”
From a conversation to SoHo to the online marketplace, A$AP Rocky’s idea has come a long way in a short amount of time. Mercer + Prince will be available online before hitting the shelves later this year.