A$AP Rocky Announces New Whiskey Venture – The Hollywood Reporter

For the past three years, A$AP Rocky, a multi-hyphenated artist known for projects in music, art, fashion, has been quietly working on her latest project: Mercer + Prince, a kind of thing. Canadian whiskey developed in partnership with Global Brand Equities and E. & J. Gallo. The spirit, named for Rocky’s favorite streets in his native New York City, is featured with vanilla, caramel, and baked apples.

“I am delighted and grateful to finally introduce Mercer + Prince to the world,” the Rocky founder said in a statement. “I have been learning about whiskey from all over the world over the past decade and wanted to defy the rules to create something unique, while honoring and respecting the traditions of the industry.”

Matured for over four years in American white oak and blended in Canada, Mercer + Prince is also aged with Japanese Mizunara oak (adding more nuanced cinnamon and black tea notes), making it the a unique complex and multicultural drinking experience.

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Rocky Mercer and Prince Whiskey
Courtesy of Grace Bukunmi

“We set out on a mission where we tasted different liquids. We have enjoyed Rocky flavors from 40 to 50 different liquids from all different varieties, all in the whiskey category, but from different origins and countries. The main goal of those blind tastings is to access his favorite hobbyist profile,” says James Morrissey, Founder & CEO of Global Brand Equities. The Hollywood Reporter. “We put our trust in him as the creator of flavor.”

Rocky and Morrissey feel that the whiskey portfolio contains many traditional brands, in terms of taste, distillation and aesthetics. “We shared very similar visions of how the traditional whiskey can be disrupted today, to speak more to the modern consumer,” he said.

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Rocky Mercer and Prince Whiskey
Courtesy of Grace Bukunmi

The Mercer + Prince bottle design is perhaps the most notable departure from the classic whiskey silhouette; Sleek and functional, the wine comes in a flat-rimmed rectangular bottle that can be placed vertically or horizontally, and features two splice cups.

In the winter of 2019, Rocky and Morrissey sat in the Roxy Hotel in Soho, as Rocky sketched his vision of the packaging on a napkin. “He was very nervous telling me what he had in mind because it was so obscure, so different,” Morrissey said. “The product is almost like a work of art on high. It is designed to enhance your shopping cart. In addition to its aesthetic value, the bottle is wrapped in a way suitable for transportation, an indication of Rocky’s innate sensibility to New York.

In the past, Global Brand Equities has collaborated with other talent in the music industry to develop beverages; Maison No. 9, their French rosé wine project with Post Malone, launching in 2020. “It’s really important to have an authentic connection, relationship and ownership to whatever we are. created with talent in a very purposeful way,” says Morrissey. “We are not a company that pays entertainers to endorse the products we have created. It has to be a real partnership in its own right. And we believe today’s consumers are smart enough to realize exactly what they want – they no longer want talent to be the face of brands.”

Since its launch last week, Mercer + Prince is only available online for $29.99 and will remain so in the coming months. According to Morrissey, “that’s very common in streetwear and consumer goods for the new age, but it’s not common in the beverage industry.” The bottle will hit store shelves at retail spaces later this year.

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