The multi-hypenate artist designed the bottle, which is rectangular and features attached drinking glasses on either end.
Aged over four years in American white oak barrels and blended in Canada, Mercer + Prince is also infused with Japanese Mizunara oak , making it a uniquely complex and cross-cultural drinking experience.“We set out on a mission where we tasted a range of different liquids. We had Rocky taste between 40 and 50 different liquids from all different categories, all within the whiskey category, but from different origins and countries.
In the winter of 2019, Rocky and Morrissey sat in the Roxy Hotel in Soho, as Rocky sketched his vision for the packaging on a napkin. “He was kind of nervous to show me what he had in mind because it was so obscure, so different,” Morrissey said. “The product almost looks like an elevated art piece. It’s designed to elevate your bar cart.” Aesthetic value aside, the bottle is encased in a way that makes it suitable for transit, a nod to Rocky’s innate New York sensibility.
In the past, Global Brand Equities has partnered with other music industry talents to develop beverages; Maison No. 9, their French rose wine project with Post Malone, debuted in 2020. “It’s really important to have an authentic connection, relationship, and ownership of anything we create with talent in a very intentional way,” Morrissey says. “We are not a company that pays entertainers to endorse products that we’ve already created. It has to be a true collaboration in the real sense.
Since its launch last week, Mercer + Prince is exclusively available online for $29.99, and will remain that way for the coming months. According to Morrissey, “that is very common in streetwear and in consumer goods for our new era of consumers, but it is not common in the drinks industry.” The bottle will show up on shelves in retail spaces later this year.
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