A$AP Rocky launches his own whiskey brand, Mercer + Prince.
Developed in partnership with Global Brand Equities and E. & J. Gallo, the whiskey, which lifts its name from the popular intersection in Manhattan’s trendy SoHo neighborhood, has a distinct flavor that includes remnants of vanilla, caramel, and baked apple.
“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” the Harlem rep shared in a statement. “I have been learning about whisky from all over the world for the past decade and wanted to defy the rules to create something unique, while honoring and respecting industry traditions.”
James Morrissey, Founder & CEO of Global Brand Equities, recalls seeing Rocky’s first sketch of what would become the packaging for Mercer + Prince during a sit-down in a SoHo hotel in 2019. “He was kind of nervous to show me what he had in mind because it was so obscure, so different,” Morrissey told The Hollywood Reporter. “The product almost looks like an elevated art piece. It’s designed to elevate your bar cart.”
Morrissey also backs up A$AP’s statement regarding his education in the world of spirits, revealing that the rapper tested out dozens of flavors himself and personally helped cultivate Mercer + Prince’s flavor profile.
Mercer + Prince is currently available exclusively online for $29.99 but is expected to be available at retail locations later this year.