Playboi Carti Enters Into The Spirits Industry With Set Launch Of His Own Cocktail That 'Reimagines The Wine Category'

Each of the woman-owned company’s founding partners will be launching their own cocktail. Carti’s libation is The Hardscatto which “reimagines the wine category” and is a “hard spirit cocktail is crafted with premium vodka and natural flavors of Muscat Blanc Grapes, peach, apricot, and elderflower,” the press release describes.

Fans can expect to get their hands on a bottle in the spring.

Alongside Carti are celebrities Sarah Jessica Parker, John Cena, Ashley Benson, Rosario Dawson, and Vanessa Hudgens.

“We’ve been focused on sourcing high-proof, premium spirits with the best natural ingredients to elevate the Thomas Ashbourne portfolio above the pre-made cocktail standard,” said CEO Cara Kamenev, according to the press release. “With the help of our celebrity partners, each flavor profile was meticulously crafted and demanded the highest standards in taste, quality and sophistication. We’re here to dispel the myth that bespoke, high-end cocktails can only be enjoyed in certain settings, by certain people. Our brand will provide consumers a high-quality beverage comparable only to the best bar-made cocktails that can be enjoyed anytime, anywhere.”

Playboi Carti isn’t the only rapper a part of the movement to disrupt in the business. More specifically, A$AP Rocky is looking to breakthrough the traditional norms of whiskey production.

The entrepreneur will be dropping a new whiskey, Mercer + Prince, on the market in collaboration with Global Brand Equities and E. & J. Gallo, as previously shared by AfroTech.

“I’m so excited and grateful to finally introduce Mercer + Prince to the world. 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,” A$AP Rocky said.

Mercer + Prince will be available in retail this summer.