A$AP Rocky is making a name for himself in the alcohol and spirits industry. The Harlem rapper has announced the launch of his whiskey brand Mercer + Prince.
Rocky has partnered up with Global Brand Equities and E. & J. Gallo to develop the flavorful liquor. The name Mercer + Prince derives from the famous intersection in Manhattan’s trendy SoHo neighborhood. The whiskey line will have a distinct flavor that includes remnants of vanilla, caramel, and baked apple.
Rocky spoke about his endeavors saying he got the idea to dive into the whiskey business after traveling to different areas around the globe.
“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” he said in a statement. “I have been learning about whisky 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.”
Founder & CEO of Global Brand Equities, James Morrissey, says he recalls when Rocky first approached him in 2019 with the idea. “He was kind of nervous to show me what he had in mind because it was so obscure, so different,” Morrissey says. “The product almost looks like an elevated art piece. It’s designed to elevate your bar cart.”
Morrissey also confirms Rocky spent an excessive amount of time educating himself on whiskey. Morrissey adds that Rocky tested out dozens of flavors before finalizing Mercer + Prince’s flavor.
“We set out on a mission where we tasted a range of different liquids,” Morrissey said. “We had Rocky taste between 40 and 50 different liquids from all different categories, all within the whiskey category, but from different origins and countries. The primary objective of those blind tastings was to land on his favorite taste profile. We put our trust in him as a tastemaker.”
Mercer + Prince is available online for $29.99 but won’t be available at retail locations until later this year.