Cee Lo Green has taken a step into the spirits industry.
The five-time Grammy-award winner has teamed up with Black-owned Victor George Spirits for a partnership, according to Broadway World.
After meeting Victor George Spirits owner Victor G Harvey, in 2020, they’ve now gone on to form a business agreement.
“My enthusiasm in partnering with the Victor George Spirits brands is immeasurable. It is literally an extension of my own good taste,” said Green, Broadway World reports. “We shall shift the attention, and unbottle exceptionality, excellence, and ownership with a clarity in which one can see their own reflection.”
The Victor George Spirits brand is proving it is quite a force in the industry.
As previously reported by AfroTech, after receiving $2.4 million to build Fort Lauderdale’s first Black-owned distillery, the company kicked off 2022 by closing a deal to purchase an equity stake in Palm Beach Distillery (PBD).
The outlet notes that, since then, Victor George Spirits entered into a multi-state distribution deal with two of the largest distributors, Republic National Distributing Company and Breakthru Beverage.
With the help of Green, Harvey believes the company can reach even bigger milestones.
“Our business model in partnering up with celebrities, influencers, or professional athletes, we feel, is much different than most models I have seen and can really add value to our brands and our company,” said Harvey in a statement, according to Broadway World.
He continued: “We believe with the platforms they have they should not be simply a paid endorser of one of our products, that is a thing of the past. We want true partners and that means they share in the profits, creativity, growth and overall equity of the brand. That’s a partnership and consistent with our goal to be the largest Black owned spirits company in the U.S. by 2025, hence we are very selective when making these choices and we knew Cee Lo would be a good one.”