A$AP Rocky is defying the traditional definition of a creative with his latest venture into the world of alcoholic beverages. The multi-hyphenate artist, entrepreneur and fashion icon has created his own spirit to fit the unconventional mold, partnering with Global Brand Equities and Spirit of Gallo to bring a new blend of Canadian whiskey for a new generation of connoisseurs to enjoy.
His latest creation, Mercer + Prince, honors century-old traditions, while also building on the modern culture of whiskey drinking. Aged in American white oak barrels and influenced by Japanese Mizunara oak, Rocky ensures that the design spoke to the social aspect of the brand. This whiskey is presented in a dynamic two-cup bottle design created to welcome all drinks with its sleek, functional and boundary-pushing concept that allows a bottle to be opened immediately and enjoyed with friends.
A$AP Rocky shows no signs of slowing down – recently launching his latest AWGE x Mercedes-Benz collection, as well as working on projects that bridge his passion for music and fashion all into one. On top of all his accolades, he is slated to perform in multiple festivals later this year including The Smoker’s Club Fest and Osheaga. When asked if one of his upcoming projects will feature new music, Rocky simply responded with,
“Absolutely, there’s new music coming.”
With his upcoming debut into the world of whiskey, the soon-to-be new father is proving that innovation has no bounds – showing the world that beyond a fashion and music icon, he is in fact, a cultural tastemaker.
FLACKO sat down with HYPEBEAST for an exclusive interview, diving into the creative process behind starting his own whiskey brand. Along the way, he recounts lessons learned from some of his greatest design inspirations – including Nigo and Virgil Abloh – talking about how his latest F&B project is a product of intersecting the cultural spheres of his music and style.
HYPEBEAST: What first interested you in the art of whiskey? How did the partnership to create Mercer + Prince come about?
A$AP ROCKY: We were more focused on the process of changing tradition. Whiskey is a category that allows us to bring together a hybrid aesthetic, blending the traditional method with our spin to make it more contemporary. I think the whiskey category allows us to do that freely in that space. Gallo just seemed like the right partner to help us get to the finish line, especially when it came to the actual elixir. The creative side came together naturally, and I think so did the actual liquid.
What does this whiskey mean to you and how does it remind you of home?
New York City is obviously where I am from and when you think about the cross streets – Mercer and Prince – there’s just so much diversity and versatility. That’s what the inspiration is based on – just different cultures and different backgrounds, all blended together.
How do you feel whiskey culture has shifted over time and where do you see Mercer + Prince fitting into the modern art of whiskey drinking?
I think Mercer + Prince is a the specific catalyst for that change. When it comes to whiskey, it is a very traditional kind of liquor category. I think more so than ever, just for the generations to come and the way culture is now, it’s all about blending everything. Diversity is the key and so taking that Japanese tradition and meshing it with the scotch barrels creates a hybrid drink that is open to everyone.
How does entering into the F&B world intersect with your passion for music and fashion?
I approach everything with compassion first. I want everything to be aesthetically pleasing and enticing and I think that’s what we strive for when it comes to innovation in any field.
Read More: Exclusive Interview: A$AP Rocky x Mercer + Prince Whiskey Launch