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For the past 3 years, A$AP Rocky, the multi-scripted artist for his projects spanning music, art, and fashion, has been quietly running his new venture: Mercer Prince, a Canadian whiskey developed in partnership with Global Brand Equities and E.
“I am very excited and grateful to have introduced Mercer Prince globally,” founder Rocky said in a statement. “I have learned about whisky from around the world over the past decade and sought to challenge regulations to create something unique, while honoring and respecting industry traditions. “
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Aged for over 4 years in American white oak barrels and blended in Canada, Mercer Prince is also infused with Mizunara Japanese oak (which adds more nuanced notes of cinnamon and black tea), making it a unique and cross-cultural drinking experience.
“We went to a project where we tasted a diversity of other liquids. We had Rocky flavor between 40 and 50 liquids from all other categories, all in the whiskey category, but from other origins and countries. The main purpose of those blind tastings to land on your favorite flavor profile,” James Morrissey, founder and CEO of Global Brand Equities, told The Hollywood Reporter. “We trust him as a flavor creator. “
Rocky and Morrissey felt that the whisky category is complete with classic brands, in terms of taste, distillation procedure and aesthetics. “We share many perspectives on how classic whisky categories can be disrupted today, to talk more with the fresh consumer. “he said.
The design of the Mercer Prince bottle is perhaps the most that does not replace the silhouettes of vintage whiskey; Elegant and functional, the alcohol is presented in a flat-edged oblong bottle, to rest vertically or horizontally, and has two cups as bookends.
In the winter of 2019, Rocky and Morrissey sat at the Roxy Hotel in Soho, while Rocky sketched out his vision of wrapping himself in a towel. Morrissey said. ” The product looks almost like an embossed art painting. It is designed to lift your cart from the bar. York’s sensibility.
In the past, Global Brand Equities has partnered with other skills in the music industry to expand beverages; House #9, his French rosé wine assignment with Post Malone, debuted in 2020. “It’s really vital to have an original connection, relationship, and ownership of everything we skillfully create in a very intentional way,” Morrissey says. “We’re not a company that pays artists to approve products we’ve already created. It will have to be a real collaboration in the literal sense. And we, the consumers, are wise enough today to achieve exactly what they need: they no longer need the skill to do so. be just the faces of brands.
Since its launch last week, Mercer Prince has been available exclusively online for $29. 99, and will remain so for the next few months. According to Morrissey, “it’s not unusual in streetwear and customer products for our new era of customers, it’s not unusual in the beverage industry. “The bottle will appear on the shelves of retail spaces later this year.
This article was originally published in THR. com.
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