Juice Runners is a ready-to-drink (RTD) cocktail brand launched by hip-hop duo Run The Jewels, introduced in spring 2025 and featuring the mezcal-based 5.9% ABV Paloma Remix. The label was initially self-funded by Killer Mike and EL-P, with proceeds from merchandise reinvested to retain creative control while building the product.
After closing a US$2 million seed round in April 2026, Juice Runners outlined expansion plans including a second rum-based canned cocktail called Sea Legs and a bottled collector’s rum made with St Lucia Distillers and Fred Minnick. A newly formed executive team—CEO Joe Malcoun, COO Kate Brankin and CBO Leif Huckman—will scale production and national distribution.
For consumers, the brand combines artist credibility with beverage craftsmanship, offering a culturally rooted RTD option as celebrity-founded drinks shift from novelty to sustained category growth.
Artist-Led RTD Cocktail Launches
Run The Jewels Introduced Its Juice Runners Paloma Remix
Trend Themes
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Artist-led Beverage Brands — Artists using cultural credibility and self-funding to launch beverage lines creates new models for brand authenticity and fan-driven product development.
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Celebrity-backed RTD Maturation — The shift from novelty drops to sustainably financed RTD portfolios signals a move toward long-term category-building and professionalized beverage operations.
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Craft-crossover Mass Production — Blending craft spirits and artisanal recipes with national-scale canned formats opens pathways for premium flavor experiences at mainstream price and distribution points.
Industry Implications
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Alcoholic-beverage — Partnerships between artists and distillers suggest opportunities for co-branded SKUs that marry storytelling with scalable production and distribution.
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Music-and-entertainment — Musicians expanding into consumer goods indicate new revenue streams and deeper fan engagement via tangible products tied to creative identity.
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Consumer-packaged-goods — Merchandise reinvestment and seed funding models point to alternative CPG go-to-market strategies that prioritize brand control and direct-to-fan economics.