A$AP Rocky Is Launching a New Whiskey Brand Amid Rihanna’s Pregnancy

Amid girlfriend Rihanna‘s pregnancy, A$AP Rocky is launching a whiskey brand called Mercer + Prince. The celebrity alcohol market is saturated, but Rocky hopes a clever bottle design, smooth taste, and New York City name push his whiskey to the front of the pack.

A$AP Rocky and Rihanna sit in the front row of the Gucci fashion show in Milan, Italy.
A$AP Rocky and Rihanna | Jacopo M. Raule/Getty Images for Gucci

Mercer + Prince features a unique bottle design and smooth taste

Although A$AP Rocky has a featured verse on Maroon 5‘s “Whiskey,” this is the rapper’s first foray into the spirits business.

“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” says Rocky in a press release via Rolling Stone. “I have been learning about whiskey 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 design features two cups and a unique square shape. Rocky wanted a setup where customers can “immediately open the bottle and pour a drink for themselves and a friend.”

“Mercer + Prince is smooth in taste, disruptive in packaging, and close to my heart in name,” he said. “It’s accessible to all and appeals to a diverse audience, which was very important to me.” 

The whiskey’s name, Mercer + Prince, refers to two cross streets in Rocky’s hometown New York City.

The spirit is aged at least four years in ex-bourbon American white oak barrels and then “influenced” by rare Japanese Mizunara oak. According to the brand, this results in a smooth richness, with notes of caramel and vanilla accompanied by hints of baked apple and cinnamon.

Global Brand Equities and E. & J. Gallo developed the whiskey, and it will be on shelves later this summer. 

No drinking for Rihanna

Rihanna used to be photographed with a glass of wine in her hand, but the singer has been on her best behavior as an expectant mother. 

She told E! Online her friends knew she was pregnant because her habits changed. “It was harder for me to keep it from my posse because they’re around me; they know my habits.” She continued, “They’re like, ‘You don’t want something to drink? You’re not smoking?'”

Rihanna’s diet was also a tell-tale sign, “I’m eating all the things I’m not used to eating. They know I hate sweets and I’m all of a sudden asking for cookies and donuts.”

“But finally, I just had to let it all out, and they were all shocked, of course, as the world was shocked as well.”

Rihanna and A$AP Rocky set the trend from pregnancy fashion to innovative whiskey bottles 

On Jan. 28, the couple posted photos standing in the streets of Harlem, NY, with Rihanna’s belly showing. Ever the fashion queen, she’s paved the way for pregnancy fashion trends by baring her belly whenever she can. 

Rihanna attended an Oscar party the following night and tweeted a set of photos with the caption “Me and my date for Oscar Gold Party #bump22.” 

While Rihanna was attending an Oscar party, A$AP Rocky was in Brazil performing at Lollapalooza.

High Snobiety reported the details of his performance outfit, including a custom-made ERL shirt. 

Rihanna and Rocky’s baby is due sometime in the spring. Bet on their child being the best-dressed infant of 2022. 

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