# Rapper-Backed Whiskey Launches A$AP Rocky Launches His Own Whiskey Called Mercer + Prince By Niko Pajkovic | Published 2022-03-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mercer-prince References: [gearpatrol](https://www.gearpatrol.com/food/drinks/a39529247/asap-rocky-mercer-and-prince-whisky/)  Superstar rapper A$AP Rocky has announced the launch of an all-new whiskey brand called [Mercer + Prince](https://www.trendhunter.com/trends/bubbles-brunch). The new celeb-backed spirit is a blend of Canadian whiskeys that has been aged for four years in old American white oak barrels. In addition, Mercer + Prince has been infused with a Japanese mizunara oak via a "boise method" -- a technique used to draw out the rare oak's flavor without needing to mature the liquid in the barrel. Apparently, the name for the new whiskey comes from A$AP Rocky's favorite intersection in New York City. "Mercer + Prince is smooth in taste, disruptive in packaging, and close to my heart in the name. It’s accessible to all and appeals to a diverse audience, which was very important to me," said Rocky in a recent press release. Image Credit: Mercer + Prince ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 48% | Activity: 60% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Celebrity-backed Alcohol Brands:** Opportunity to leverage the influence and reach of celebrities to promote new alcohol brands and expand into a wider audience. - **Innovative Aging Techniques:** Adoption of non-traditional aging techniques like the 'boise method' can alter the flavor profile of spirits and attract a new customer base. - **Diverse Packaging:** Offering unique and eye-catching packaging innovations can help new spirits stand out in an already crowded market. ### Who This Affects Most - **Alcohol:** The alcohol industry can leverage celebrity endorsements and innovate their product offerings with new aging techniques to capture new audiences. - **Packaging:** The packaging industry stands to benefit significantly as brands look to stand out on the shelves with more innovative and disruptive designs. - **Entertainment:** The entertainment industry can create partnerships with celebrities looking to launch their own products and use their star power to help promote them. ## Related on Trend Hunter - [Rapper-Backed Whiskey Launches](https://www.trendhunter.com/trends/creek-water.md) - [Rapper Jewelry Brands](https://www.trendhunter.com/trends/pav-nite.md) - [Luxury Rapper-Approved Cognacs](https://www.trendhunter.com/trends/505-edition-branson-cognac.md) - [Rapper-Debut Eyewear Collections](https://www.trendhunter.com/trends/blacked-out-collection.md) - [New York-Themed Whiskeys](https://www.trendhunter.com/trends/distil-your-world-series.md) - [Luxury Fashion-Branded Whiskeys](https://www.trendhunter.com/trends/chivas.md) - [Brandy Barrel Aged Whiskeys](https://www.trendhunter.com/trends/barrel-aged-whiskey.md) - [Rapper-Backed RTD Cocktails](https://www.trendhunter.com/trends/waka-flocka-flame.md) - [18-Year Blended Canadian Whiskeys](https://www.trendhunter.com/trends/blended-canadian-whiskey.md)