A$AP Rocky has been spending most of his time doing other things besides dropping new music. Since his last album TESTING dropped in 2018, Lord Pretty Flacko has done several brand collaborations with PacSun, Klarna and Mercedes-Benz, with only a handful of new music released. More of his time will be taken up as he gears up to raise a family with Rihanna, but Rocky has still found the time to launch yet another non-music project.
On Thursday (March 24), A$AP Rocky took a page out of Drake’s book and announced the launch of his own whiskey brand called Mercer + Prince. According to a statement from Flacko, the drink is a Canadian blend that brings together everything he’s learned about whiskey from traveling 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,” he said. “Fortunately, I found those partners in Global Brand Equities and Gallo. I have been learning about whiskey from all over the world for the past decade and wanted to defy the rules to create something unique, while honoring and respecting industry traditions.”
The bottle itself is as creative as the Harlem hyphenate. Flacko designed it in a way that has a cup placed on each end, allowing people to display it either vertically or horizontally.
“The bottle I designed is made to connect with the contemporary consumer,” Rocky explained. “Mercer + Prince is smooth in taste, disruptive in packaging, and close to my heart in name. It’s accessible to all and appeals to a diverse audience, which was very important to me.”
Fans in select states looking to get their hands on the whiskey can head over to ReserveBar from Thursday. As for in-store availability, people will have to wait for the summer season as the bottles will go on sale at around $29.99.
A$AP Rocky is surely hoping to have a better reaction to his liquor than Drake, whose Virginia Black whiskey was voted the worst celebrity liquor in a study conducted by Money.co.uk in January.