Quavo has stepped back into businessman mode in the spirits industry.
The Atlanta Journal-Constitution reports that the Grammy-nominated rapper has partnered with Sazerac, a leading global spirits company, to debut White X cognac. The light cognac is reported to be one of the first white cognacs available in the U.S. — and it’s starting off right in Quavo’s own backyard, Atlanta, GA.
“It’s new, it’s fresh, and it’s right here in Atlanta,” Quavo told the outlet. “With me being the Huncho and stepping my foot in the cognac space before and having a fresh brand that no one ever touched yet, it’s kind of like a dream come true. We’re going to take over the city first, then we’ll take over the world.”
The outlet details that White X is a standout in cognac selections as it is made from white grapes that are distilled twice, creating a light and smooth drinking experience with a fresh taste.
“This cognac tastes different from other cognacs,” Jess Scheerhorn, Sazerac’s global brand director of cognacs, said. “It flips the status quo — it doesn’t have to be harsh, heavy and dark. We were looking for a change agent, someone who’s trying to shake up the game and do things a bit differently, and Quavo was at the top of the list.”
Ben Carrington, a bond and royal portfolio manager for Sazerac, chimed in, “Just because it’s younger, doesn’t mean it can’t be as good, it can’t be as strong, it can’t be as mixable, it can’t be as sessionable. A big market for cognac is African Americans … and as we’re moving on, liquor brands are finally understanding that the palates are becoming more sophisticated, so making it more accessible is important.”
Following Atlanta, White X is set to launch in Miami, FL; New York City, NY; Los Angeles, CA; and Dallas, TX and will be offered across the U.S. by June 2024. What’s more, beginning on Feb. 7, the first 100 bottles of White X will be available via spirits retailer BlockBar, per the outlet.