Whisky brand Mercer + Prince has unveiled its debut campaign, “Carefully Crafted,” featuring its founder, A$AP Rocky. In a captivating video, A$AP Rocky takes viewers on a behind-the-scenes journey through the creation of Mercer + Prince. He walks us through the meticulous process, from arriving at the Mercer + Prince lab to showcasing the core elements that make up each bottle – the artifacts, sculpting, aroma, and packaging. The clever twist on his name, A$AP (artifacts, sculpting, aroma, and packaging), highlights the brand’s commitment to craftsmanship.


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Excitingly, Mercer + Prince has expanded to new markets, and whisky enthusiasts and A$AP Rocky fans can now find the brand in Boston, MA, and Jackson, MS, bringing the total to 11 states. The whisky has been spotted in the hands of A-list celebrities like Rihanna, DJ Khaled, and A$AP Ferg, among others, as it gains popularity worldwide.

Since its launch in March 2022, Mercer + Prince has been reshaping the spirits industry, combining art and culture into A$AP Rocky’s first liquor brand. The bottle’s innovative design, conceived from a napkin sketch by A$AP Rocky himself, includes two cups on both ends for sharing a drink with a friend. The whisky is a Canadian Whisky twice distilled, aged a minimum of 4 years in ex-American white oak barrels, and influenced by rare Japanese Mizunara Oak, resulting in an approachable and smooth flavor perfect for those venturing into the world of whisky.

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