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A$AP Rocky throws his hat into the (crowded) ring of celebrity spirits with his own whiskey. But, as usual, Flacko is doing things differently.
The multi-hyphenated artist launched Mercer + Prince, a new blended Canadian whiskey co-developed with Global Brand Equities and E. & J. Gallo. The whiskey is now available for pre-order exclusively on ReserveBar.com for $32 (it will ship in early April) and will hit store shelves later this summer. Plus, ReserveBar is offering free shipping to the first 1,000 customers – try the code MERCERPRINCE at checkout to see if you’ve made the cut.
“I am so excited and grateful to finally introduce Mercer + Prince to the world,” Rocky said in a press release. “I’ve learned about whiskey from around the world over the past decade and wanted to challenge the rules to create something unique, while honoring and respecting industry traditions.”
Before opening the Mercer + Prince bottle, customers will notice its distinct look – designed by Rocky himself – with two built-in cups and a square shape (stand on its side or sit upright). The bottle design is the result of Rocky’s “napkin-sketch-come-reality,” according to the brand, and the inclusion of ready-to-drink cups was essential, as he wanted customers to “immediately open the bottle and pour themselves a drink for themselves and a friend.
“The bottle I designed is designed to connect with the contemporary consumer,” says Rocky. “Mercer + Prince has a smooth taste, disruptive packaging and a name that is close to my heart. It is accessible to everyone and appeals to a diverse audience, which was very important to me. The name of the liqueur, Mercer + Prince, refers to two side streets close to Rocky’s heart in his hometown of New York.
Mercer + Prince is also changing things up in the distillery. The spirit is aged for at least four years in ex-bourbon American white oak barrels, then “influenced” by the rare Japanese Mizunara oak. This gives a smooth richness, according to the brand, with hints of caramel and vanilla, accompanied by hints of baked apple and cinnamon.
“Rocky is an intentional creator with a proven track record of innovation and I knew he would have the inventiveness to create a sophisticated yet disruptive consumer product,” said James Morrisey, Founder and CEO of Global Brand Equities. Morrisey also recounts the development process: “We went from [Rocky] showing me a napkin sketch, to what later became the Mercer + Prince bottle, to onboard the best partner for this project, world leader, E. & J. Gallo.
Head over to ReserveBar.com to pre-order a bottle of Rocky’s newest creation for yourself. Mercer + Prince suggests tasting the whiskey neat, on ice (more precisely, on the rocks) or in a cocktail.