In the world of spirits, few beverages carry the mystique and craftsmanship of mezcal. But for Swizz Beatz, mezcal isn’t just a drink—it’s a movement. In this exclusive interview, the legendary producer, entrepreneur, and cultural icon shares the journey behind The Producer Mezcal, a mezcal brand that blends tradition with creativity and celebrates the art of making.
Swizz Beatz discusses how his passion for spirits led him to create The Producer Mezcal, why its partnership with Hard Rock Properties is a perfect fit, and why he believes Mezcal deserves a bigger spotlight in the culture. Beyond the bottle, he reflects on his experience in hip-hop and business, offering invaluable insights for creatives looking to break into new industries—whether in spirits, lifestyle, or major brands like Hard Rock.
With The Producer Mezcal gaining momentum and the highly anticipated return of Verzuz on the horizon, Swizz Beatz reminds us that being a producer isn’t just about making music—it’s about making an impact. Whether you’re an artist, an innovator, or someone who enjoys a smooth drink, this conversation is one you won’t want to miss.
The Source: For people who aren’t familiar with The Producer Mezcal yet, how did you first get involved?
Swizz Beatz: Man, The Producer Mezcal started with my neighbor, who has been in the spirits business for over 100 years. His family’s been in the industry. I always wanted to do something with mezcal because I felt it was underrepresented in the culture, and I knew it had a lot of potential to gain traction, especially with so many tequila brands out there. I thought, okay, well, this is better than tequila. So, we decided to do something and call it “The Producer.” I’m a producer, so I thought, let’s do it. And it started from there. My whole thing is that everyone is a producer, not just in music. You’re producing right now by doing this interview. Everyone’s a producer.
That’s the whole theme behind the producer. It’s not just about making music; it’s about everyone being a producer.
What made you feel it was the perfect mix between The Producer Mezcal and Hard Rock?
Hard Rock is iconic and has been known for supporting creators for many years. You can’t even walk through its halls without being reminded of an icon. We thought it was the perfect match because the audience we’re targeting is definitely at Hard Rock. It’s full of producers—people into sports, music, art, and fashion. Those are all creators, and we felt this was an amazing opportunity for our brand to connect with Hard Rock culture.
Speaking of that, is there a specific Hard Rock property that you like to visit?
All of them. We just had a great time shooting a campaign at the New York location, right in the heart of Times Square. The energy was incredible. Then, of course, there was Vegas. That was the first one I went to. Seeing all the memorabilia from all of the stars was amazing. I always won money at Hard Rock, too.
What is your favorite way to enjoy The Producer Mezcal?
Honestly, just ice. A lot of people like to mix their drinks, but I like being able to taste everything. People run from the smokey taste, but with us—I think we have the smokiest Mezcal in the world, and the taste is just special.
What advice do you have for creatives looking to break into different industries, whether spirits or lifestyle and being present in spaces like Hard Rock?
I think one, you must have passion for what you are doing. You must have love. I couldn’t be an owner of a product I don’t like. There’s not enough money for that. It can’t just be a business transaction. The feeling has to be organized. You want it to be something you wake up in the morning and feel amazing doing.
You mention passion; you are a man of many. But is there anything else in the works about which you are excited for us to see?
I’m excited about VERZUZ 2.0, which is going to be amazing. I’m also really aligned with The Producer Mezcal because we have the best product. A lot of people have commotion, the best gimmick. We have the best product.