Multi-hyphenated artist, entrepreneur, actor, and fashion icon A$AP Rocky announced the release of Mercer + Prince, a new blended Canadian whisky created and developed in partnership with Global Brand Equities and E. & J. Gallo.

Crafted to defy the traditional norms surrounding whisky production, Mercer + Prince is for four years, aged in American white oak barrels and influenced by Japanese Mizunara oak, and presented in a dynamic two-cup bottle design created to stand out on any surface. The whiskey is blended in Canada.

“I’m so excited and grateful to finally introduce Mercer + Prince to the world,” said Mercer + Prince founder A$AP Rocky in a news release. “I have wanted to launch a whisky for a few years, but it was difficult to find partners willing to innovate to the level I envisioned. Fortunately, I found those partners in Global Brand Equities and Gallo. I have been learning about whisky from all over the world for the past decade and wanted to defy the rules to create something unique, while honoring and respecting industry traditions.”

Mercer + Prince represents two of A$AP Rocky’s favorite cross streets in New York City, where people from all walks of life with different backgrounds intersect and come together.

As for the bottle design, when ideating on what he wanted the bottle to look like, A$AP Rocky knew he wanted to create something that had a real functionality to it yet was also sleek and pushing the boundaries, per the announcement. Through A$AP Rocky’s vision, the bottle is encased with two cups on either end, giving consumers the opportunity to immediately open the bottle and pour a drink for themselves and a friend. The artistic yet functional design is also created to stand out on any surface, allowing the bottle to sit vertically or horizontally on a bar or table.

“Rocky has been a friend and someone I have always shared a creative connection with, so when he wanted to create a whisky, it was a no-brainer for us to create this partnership,” said James Morrissey, Founder & CEO of Global Brand Equities. “Rocky and I have always shared a vision to push the boundaries of innovation across genres and communicate with each other on the same frequency.”

Mercer + Prince will be available online for exclusive pre-release through ReserveBar in participating states on March 24th and available in retail later this summer at the suggested retail price of $29.99. For more information, please visit mercerandprince.com and follow @mercerandprince on Instagram.