Whiskey cocktail

A$AP Rocky launches its new whiskey brand, Mercer + Prince

If the word multihyphenate had a face next to it in the dictionary, we wouldn’t be surprised to find A$AP Rocky there. The rapper, producer, fashion icon, model and actor is no stranger to doing it all, with a reputation as a multi-talented man. And today, he adds another box ticked to his resume: Rocky is getting into the spirits game by launching his own new brand of craft whiskey, titled Mercer + Prince.

Rocky’s whiskey, which sells for $29.99, was created in partnership with Global Brand Equities and E&J Gallo. (It’s available on ReserveBar now and will be in physical stores later this summer.) As a big fan of darker spirits like cognac, Rocky says he’s always been intrigued by the idea of ​​making his own whiskey. – and in launching it now, he saw an opportunity to disrupt his typical production process. “It’s the only category of spirits that would allow us to have a contemporary approach,” says Rocky. “Whiskey has a reputation for being more macho and traditional, but we wanted to redefine it for everyone, taking the influence of different regions and cultures and blending it into one. The way to push culture forward, is that everything is mixed up.

Photo: Courtesy of Mercer + Prince