Hov teams up with Kevin Liles for a new "everyday" drink.
In partnership with his former Def Jam cohort, Kevin Liles, the "Arnold Palmer-esque" drink, 40/40, named after Hov's successful sports bar and lounge franchise, is available around the country (since May) in drug stores Duane Reade and Walgreens.
And, in line with Jay's presence as a lifestyle brand, the packaging, the bottle, allows customers to point a smart phone at it to call up Hov-related content.
"We have a great-tasting beverage," Liles said. "But the second part of it is providing a new network for the brands or icons to communicate with their fans. I call it, 'disrupting the consumer packaged goods industry' by having your products actually talk to you."
Mariah Carey is also working with Liles and his Go N'Syde company; they launched her drink, a pink-colored beverage targeted to young and middle-aged women, called, "Butterfly." Both artists have a special endorsement deal with Liles that is not just about a one-time marketing check.
"Every time people buy a bottle, they get paid," Liles revealed. The drink costs $1.99 each for consumers.
"I never dreamed that I could have an interactive experience with my fans while drinking my own beverage," Mariah said in a statement. "The whole concept is innovative and refreshing and the drink is beyond."
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(Photo: Otto Greule Jr/Getty Images)