Fashion entrepreneur and hip-hop artist A$AP Rocky has entered the spirits game with a new blended Canadian whiskey.
The Harlem-born rapper just announced that his highly anticipated venture Mercer + Prince is a new blended Canadian whiskey, created and developed in partnership with Global Brand Equities and E. & J. Gallo.
“I am so excited and grateful to finally introduce Mercer + Prince to the world,” Mercer + Prince founder A$AP Rocky said in a written statement.
“I had wanted to launch a whiskey for a few years, but it was difficult to find partners ready to innovate at the level I envisioned. Luckily, I found these partners in Global Brand Equities and Gallo,” said the fashion killa rapper. “I have learned about whiskey from around the world over the past decade and wanted to challenge the rules to create something unique, while honoring and respecting the traditions of the industry. The bottle I have designed is made to connect with the contemporary consumer. 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 for me.
Mercer + Prince is aged in American white oak barrels and influenced by Japanese Mizunara oak. The name refers to two favorite A$AP Rocky side streets located in New York’s Greenwich Village. People from all walks of life and diverse walks of life cross paths and interact, embodying the energy of New York City, at the intersection of the spheres of fashion and culture.
The bottle design encompasses the sophisticated taste and fashion-forward style of A$AP Rocky. When thinking about design, A$AP Rocky knew he wanted to create something that had real functionality while being stylish and pushing the boundaries. The bottle is surrounded by two cups on each end and the artistic design has been created to stand out on any surface, allowing the bottle to sit vertically or horizontally on a bar or table.
Mercer + Prince is now available online via BookBar in participating states. It will be more readily available at retail later this summer at a suggested retail price of $29.99.