Quavo, the renowned rapper and former Migos member, is embracing a new creative endeavor that goes beyond the beats and rhymes. Partnering with the Sazerac Company, he dives into the global spirits game, bringing forth a distinct offering – White X Cognac. This innovative alcoholic beverage is set to disrupt the market with its smooth body, featuring light notes of white and yellow peaches, vanilla, and a crisp white wine-like consistency.

The Grammy-nominated artist, known for his trendsetting style, hosted a lively kickoff party and private tasting in downtown Atlanta. The event marked a homecoming for Quavo, who had just returned from extensive travels across Jamaica, Paris, and New Zealand. White X Cognac, a result of a four-year collaboration with the private, family-owned Sazerac Company, aims to captivate the taste buds of the young and hip demographic.

During the private tasting, Quavo shared his enthusiasm for the project, stating, "Since I'm new to the table, I wanted to bring my own flex." The rapper emphasized the importance of making noise in his city, Atlanta, as the initial stamp for White X Cognac.

The beverage itself boasts a refreshing flavor profile, described by Quavo as a "smoother drink that still helps you think a little bit brighter." To engage consumers, Quavo and Sazerac curated four signature cocktails, each named after some of his most popular songs. The artist's involvement in the drink's creation goes beyond promotion; he actively participated in a live cocktail demonstration, showcasing his mixology skills.

Quavo's partnership with Sazerac Company began nine months ago, and according to Jess Scheerhorn, Sazerac's global brand director, the rapper was hands-on and detailed-oriented throughout the collaboration. Quavo's passion for cognac extended to the design of the bottle's label and packaging, showcasing his commitment to the project.

Beyond the spirits industry, Quavo has been expanding his business portfolio. In November 2022, he launched his own line of smoke products, Jungo Leaf, alongside the late Migos member Takeoff. Quavo's entrepreneurial spirit is evident as he aims to make significant moves in the business world.

With the launch of White X Cognac heading into retailers, Quavo expresses confidence in making more significant business moves post-Migos era. As the artist reflects on his journey, he remains true to his fan base, stating, "We're here for the youth, the culture, and for my city." The first 100 bottles of White X can be exclusively purchased at BlockBar, followed by availability in various cities before a nationwide release in June 2024. Follow @WhiteXCognac on Instagram for updates and visit whitexcognac.com for further information.