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A$AP Rocky Launches First Mercer + Prince Spirits Brand

Actor, artist and fashion icon A$AP Rocky recently launched Mercer + Prince, a new blended Canadian whiskey created and developed in partnership with Global Brand Equities and E.&J. Gallo.

Mercer + Prince whiskey is aged in American white oak barrels and influenced by Japanese Mizunara oak, and each bottle comes in a two-cup bottle design.

“I am so excited and grateful to finally introduce Mercer + Prince to the world,” A$AP Rocky said in a prepared 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. Fortunately, I found these partners in Global Brand Equities and Gallo.

Mercer + Prince whiskey (image via Mercer + Prince)

He said he had 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 designed is made to connect with the contemporary consumer. Mercer + Prince has a smooth taste, disruptive packaging, and a name close to my heart. It is accessible to everyone and appeals to a diverse audience, which was very important to me.

The Mercer + Prince name represents two cross streets in New York where people from all walks of life and from different walks of life cross paths and come together. Fashion and culture intersect here too.

A$AP Rocky explained that his taste and style were reflected in the design of the bottle, a direct result of what is described as a napkin sketch come true.

He said that in sketching out what he wanted the bottle to look like, he wanted to create something that had real functionality while also being sleek and pushing the envelope.

A$AP Rocky’s vision is the bottle that comes packaged with two cups on each end, giving consumers the ability to immediately open the bottle and pour themselves a drink for themselves and a friend. The so-called functional design allows the bottle to sit vertically or horizontally on a bar or table.

“Rocky has been a friend and someone I’ve always shared a creative connection with, so when he set out to create a whiskey it was a no-brainer for us to create this partnership,” said James Morrissey, Founder and CEO of Global Brand. Shares. “Rocky and I have always shared a vision to push the boundaries of innovation across genres and communicate with each other on the same frequency. Rocky is an intentional creator with a proven track record in innovation and I knew that he would have the inventiveness to create a sophisticated yet disruptive consumer product.

Britt West, vice president and general manager of the spirits division at Gallo, said the spirit is distilled, aged for more than four years in American white oak barrels and blended in Canada.

“Bringing Rocky’s vision to life has been a tremendous opportunity for Gallo and we appreciate his commitment,” West said. “It was an exciting process, helping him find the right whisky, find partners who could produce the packaging and ultimately bring it to market effectively.”

Describing the whiskey, West said Mercer + Prince has inviting fruit flavors with undertones of sweet whiskey from the old bourbon casks used in the aging process. Mizunara oak adds complexity and creates notes of dark caramel and vanilla layered over notes of baked apple and cinnamon.

Mercer + Prince will be available at retail later this summer for a suggested retail price of $29.99.

For more information see mercerandprince.com.