Multi-hyphenated artiste A$AP Rocky has announced his highly anticipated venture, Mercer + Prince, a new blended Canadian whisky.
Created and developed in partnership with Global Brand Equities and E. & J. Gallo, the product is crafted to defy the traditional norms surrounding whisky production, Mercer + Prince is an unconventional spirit with unparalleled smoothness. Aged in American white oak barrels and influenced by Japanese Mizunara oak, this whisky is presented in a dynamic two-cup bottle design created to stand out on any surface.
“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” said Mercer + Prince founder A$AP Rocky. “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. 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. The bottle I designed is made to connect with the contemporary consumer. 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.”
Mercer + Prince represents two of A$AP Rocky’s favorite cross streets in New York City, where people from all walks of life with different backgrounds intersect and come together, embodying the zeitgeist of the city’s energy at the convergence of the fashion and cultural spheres.
A$AP Rocky’s sophisticated taste and cutting-edge style is reflected in the bottle design, a direct result of a napkin-sketch-turned-reality. When ideating on what he wanted the bottle to look like, A$AP Rocky knew he wanted to create something that had a real functionality to it yet was also sleek and pushing the boundaries.
Through A$AP Rocky’s vision, the bottle is encased with two cups on either end, giving consumers the opportunity to immediately open the bottle and pour a drink for themselves and a friend. The artistic yet functional design is also created to stand out on any surface, allowing the bottle to sit vertically or horizontally on a bar or table.
Mercer + Prince will be available online for exclusive pre-release through ReserveBar in participating states on March 24th and available in retail later this summer at the suggested retail price of $29.99.
