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Gallo Partners With A$AP Rocky To Launch Mercer + Prince Canadian Whisky

March 24, 2022

E.&J. Gallo is launching a new whisky brand, Mercer + Prince, in collaboration with artist, entrepreneur, and actor A$AP Rocky and Global Brand Equities. Named after two of A$AP Rocky’s favorite cross streets in New York City, Mercer + Prince’s bottle is encased with two cups on either end, allowing consumers to immediately open the bottle and pour a drink for themselves and a friend.

“The bottle I designed is made to connect with the contemporary consumer,” said A$AP Rocky. “Mercer + Prince is smooth in taste, disruptive in packaging, and close to my heart in name. It’s accessible to all and appeals to a diverse audience, which was very important to me.”

Aged over four years in American white oak barrels and blended in Canada, Mercer + Prince is available exclusively through ReserveBar in participating states starting today, and will debut at retail later this summer, positioned at around $30 a bottle.—Daniel Marsteller

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