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A$AP Rocky confidently flaunts an effortless and cool style, as evidenced by its partnerships with the brand over the years. The Harlem trendsetter recently announced its foray into the world of spirits with the launch of Mercer + Princea brand that displays Rocky’s keen eye for detail and should be a notable entry into the rye whiskey space.
Aged in American oak barrels and inspired by Mizunara Japanese oak barrels, Mercer + Prince is a blended Canadian whiskey developed through a partnership between Global Brand Equities and E. & J. Gallo, with A$AP Rocky named as the founder and manager. face of the brand.
“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” Rocky said in a press release. “I had wanted to launch a whiskey for a few years, but it was difficult to find partners ready to innovate at the level I envisioned. Fortunately, I found these partners in Global Brand Equities and Gallo. 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. The bottle I designed is made to connect with the contemporary consumer. Mercer + Prince has a smooth taste, disruptive packaging, and a name close to my heart. It is accessible to everyone and appeals to a diverse audience, which was very important to me.
Mercer + Prince takes its name from a pair of side streets in New York City where Rocky grew up, and the bottle design was born from Rocky’s artistic note on a napkin. The bottle is surrounded by two cups at both ends, allowing drinkers to pour themselves and a guest a glass of whiskey. Certain to be a conversation starter, Mercer + Prince is positioning itself on innovative packaging for spirits through bottle design.
“Rocky has been a friend and someone I’ve always shared a creative connection with, so when he set out to create a whiskey it was a no-brainer for us to create this partnership,” James Morrissey, Founder and CEO of Global Brand Equities, shared in a statement. “Rocky and I have always shared a vision to push the boundaries of innovation across genres and communicate with each other on the same frequency. Rocky is an intentional creator with a proven track record in innovation and I knew that he would have the inventiveness to create a sophisticated yet disruptive consumer product. We went from him showing me a napkin sketch, to what later became the Mercer + Prince bottle, to being the best partner for this project, the world leader, E. & J. Gallo. They helped make this vision a reality and Britt West, vice president and general manager of the spirits division at Gallo, gave us the tools to create an incredible whisky. It has been an honor to work alongside Rocky and Gallo on this project over the past two years and I am thrilled to continue to see Mercer + Prince grow in the years to come. to come.
Mercer + Prince is a relatively young spirit, aged over four years in white oak barrels and blended in Canada. Like many other offerings in the rye whiskey category, Mercer + Prince can be enjoyed neat, over ice, or in a cocktail.
Mercer + Prince can be purchased exclusively from ReserverBar at a suggested MSRP of $29.99 and will be released in the summer of 2022. For more information, visit the Mercer + Prince page here.
Photo: Mercer + Prince