In addition to dropping new music, A$AP Rocky has been doing other things. Since his last album TESTING dropped in 2018, Lord Pretty Flacko has collaborated with PacSun, Klarna and Mercedes-Benz, with a handful of new songs. Rocky has found time to launch yet another non-music project even as he prepares to raise a family with Rihanna.
He took a page out of Drake's book and launched his own whiskey brand, Mercer + Prince, on Thursday (March 24).
A statement from Flacko says the drink is a Canadian blend that incorporates everything he's learned about whiskey while 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.”
Even the bottle is as creative as the Harlem hyphenate. Flacko designed it in a way that has a cup on each end so people can 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.”
From Thursday, fans in select states can purchase the whiskey through ReserveBar. As for the in-store availability, people will have to wait for the summer season as the bottles will be available for around $29.99.
It's no secret that A$AP Rocky is hoping that his whiskey will be more popular than that of Drake, whose Virginia Black whiskey was named the worst celebrity liquor by Money.co.uk in January.