Rapper and Entrepreneur A$AP Rocky add the whisky line Mercer + Prince to his growing portfolio.
The rapper and tastemaker have partnered with Global Brand Equities and E. & J. Gallo to launch his own brand in order to disrupt the whisky market.
In a statement, the rapper and businessman said, “I’m so excited and grateful to finally introduce Mercer + Prince to the world. I have wanted to launch a whisky for a few years, but it was difficult to find partners willing to innovate to the level I envisioned. Fortunately, I found those partners in Global Brand Equities and Gallo.”
“It’s been an exciting process, helping him source the right whisky, finding partners capable of producing the package and ultimately getting it to the market effectively. With Mercer + Prince, Rocky wants to shake things up for the long term and we are fully on board,” adds Britt West, Galla’s vice president and general manager of the spirit division.
“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,” James Morrissey, founder and CEO of Global Brand Equities, said.
“Rocky is an intentional creator with a proven track record to innovate and I knew he would have the inventiveness to build a consumer product that is sophisticated yet disruptive.”