After spending years looking for partners in the whiskey space that could match his dedication to innovation, ASAP Rocky has done exactly that with the launch of Mercer + Prince.
In a statement shared Thursday, the Testing artist explained that the new blended Canadian whiskey—which marks a partnership with Global Brand Equities and E. & J. Gallo—brings together what he’s learned about the liquor during his global travels over the past decade.
“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,” Rocky said. “Fortunately, I found those partners in Global Brand Equities and Gallo. 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.”
An immediate standout aspect of the bottle’s fittingly unique design is that equal attention has been given to the facilitation of everyday ease of use and the same innovation that has been key for Rocky since the beginning of this journey. Most notably, the bottle is built in such a way that allows for one cup to be placed atop each end, meaning it can be displayed between uses in both a vertical and a horizontal manner.
“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.”
The Rocky-founded Mercer + Prince is billed as being aged in American white oak barrels for four years and blended in Canada, with opening notes teased as pairing fruit scents with whisky undertones, with the influence of Japanese Mizunara contributing a complex but smooth blend of additional notes including vanilla and caramel.
Per a press release, fans can expect online availability to begin via ReserveBar (in select states) starting Thursday. As for traditional retail availability, the Mercer + Prince team says that should be kicking off this summer, complete with an approachable $29.99 suggested price. See more, including a closer look at the bottle’s design, below.
It’s a busy time for Rocky, who just this week linked up with Nas for the official video for “Wave Gods” featuring DJ Premier and Hit-Boy. On Friday he’ll appear twice on streetwear icon NIGO’s album I Know NIGO. Also this month, he unveiled a new AWGE and Mercedes capsule, as well as attended a Gucci show with Rihanna. The two, of course, are currently expecting their first child together.
