A$AP Rocky’s baby is finally here! 

No, not that baby. On Thursday, the rapper announced the creation of his whisky line, Mercer + Prince.  The company was created in partnership with Global Brand Equities and E. & J. Gallo, in order to defy the norms of traditional whisky production.  

“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,” said Rocky. “I’ve 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.” 

Mercer + Prince whisky is aged for over four years in American white oak barrels, and is influenced by Japanese Mizunara oak, giving it a distinctly smooth taste of vanilla, dark caramel, and fruit.

The unique bottle design was born from one of Rocky’s napkin sketches. The final product is both groundbreaking and functional, with cups encased on either end, allowing customers to pour a drink whenever they want.  

“Rocky is an intentional creator with a proven track-record to innovate, and I knew he would have the inventiveness to build a consumer product that is sophisticated yet disruptive,” said James Morrissey, founder and CEO of Global Brand Equities. “We went from him showing me a napkin sketch, to what later became the Mercer + Prince bottle, to bringing on board the best partner for this project, global leader, E. & J. Gallo.”  

Mercer + Prince is named after two of Rocky’s favorite streets in his native New York. People from all walks of life converge at Mercer and Prince, both of which sit in the center of the city’s cultural and fashion capitals. The brand aims to reflect the city’s unique energy in its packaging and branding: “It’s accessible to all and appeals to a diverse audience, which was very important to me,” said Rocky.  

In many ways, Rocky, a leader in the fashion and music industries and a proven entrepreneur, embodies the cultural zeitgeist of New York City himself. “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,” said Morrissey.  

“Rocky wants to shake things up for the long term and we are fully on board,” said Britt West, vice president and general manager of the spirit division at E. & J. Gallo. 

Mercer + Prince whisky is available today for exclusive pre-release through ReserveBar. It will be available in retail later this summer, at the suggested retail price of $29.99.