Courtesy of Sazerac PR
If there’s one thing we have learned about Quavo, it’s that he’s always going to approach life in the most creatively fun and unique way. This year, the Grammy-nominated rapper is turning his attention away from music for the moment and focusing more on business, starting with the global spirits game, which will likely open a whole new world of opportunities, starting with an exciting new partnership.
The former Migos member has teamed with the Sazerac Company to introduce a new alcoholic beverage, White X Cognac, to the market as a brighter alternative to the other darker drink options. It will be one of the first and only white cognacs available in the United States. The diamond grill-wearing musician hosted a kickoff party and private tasting with the New Orleans-based operation on (Wednesday) Jan. 24 at Suite Lounge in downtown Atlanta.
It was the perfect homecoming for the Quality Control Music recording artist, who had just returned from extended travels across Jamaica, Paris, and New Zealand.
“Since I’m new to the table, I wanted to bring my own flex,” Quavo said. “We wanted to make sure people could touch it. I wanted to stamp it in Atlanta first and make some noise for my city, so it’s only right if I come through the door with it.”
White X Cognac’s smooth body consists of light notes of stone fruits like white and yellow peaches and vanilla, a refreshing flavor, and a consistency similar to a crisp white wine. The private, family-owned business spent four years concocting a formula that’s meant to target young, hip consumers.
“They’re coming with a fresh, new look,” said Quavo. “They needed someone who set trends. It’s a smoother drink that still helps you think a little bit brighter, so now we’re here.”
Quavo and Sazerac curated four signature cocktails for the occasion, naming each after some of his most popular songs.
“This is a great thing, man,” said Quavo, adding that he prefers having his White X Cognac neat. “Instead of just coming out and saying you got a bottle in your hand from the store, we want everyone here to try it, feel engaged and [feel] like [they’re] a part of this movement.”
Quavo joined cognac enthusiast Ben Carrington and the mixologists behind the bar for a live demonstration. The Lawrenceville, Ga. native shook up a Huncho Hurricane, which included passion fruit, citrus, dark rum, and cherry for garnish.
“It was fun making cocktails with him,” said Carrington, portfolio manager for the Sazerac brand Bond and Royal. “He was actually very good. Sometimes you’ll get celebrities that will get up there, and the only thing they know how to do is [be a] celebrity.”
“He was very receptive and knew how to pour,” Carrington added. “He didn’t go too fast or was throwing things around. It gives him the ability to do and have something innovative. This was really cool.”
Quavo partnered with Sazerac Company nine months ago. Jess Scheerhorn, Sazerac’s global brand director of whiskies, cognacs, and brandies. Scheerhorn immediately took notice of how detailed-oriented and hands-on Quavo was during the partnership. After all, he’s an artist known for his prowess as a songwriter with killer rhymes, ad libs, and triplet flow who is intimately connected to his fans and audience.
“It started out as a small idea, and it just got bigger and bigger,” Scheerhorn said. “His team and the Quality Control team came and wanted to help us launch it. So we wanted to do something that could bring the Atlanta community and all of our worlds together.”
Sazerac’s chief marketing officer, Sara Saunders cosigns Scheehorn’s observations, adding that the chart topper was even actively involved with designing the bottle’s label and packaging.
“Quavo loved the liquid from day one,” added Saunders. “He tasted it and knew it was the one. It was a very fast-moving partnership, and he really has a lot of passion for cognac. He knew what he was looking for, and when we united, it just became a magical partnership. It’s like a dream come true.”
The goal for Quavo these days is to expand his business portfolio. In November 2022, the “Turn Yo Clic Up” and “Hotel Lobby” artist debuted his own line of smoke products, Jungo Leaf. It was a venture he started with the late Migos member Takeoff.
“We are trying to take White Owls and everybody out of business,” Quavo, 32, said. “Takeoff and I started that, and it’s something that we have to continue to finish. Huncho is a businessman now, so I have to make a lot of business moves,” Quavo said.
At the start of the year, Quavo revived his youth football league, Huncho Elite 7x7, at his high school, Berkmar High School, in Lilburn, Ga., a suburb located 23 miles north of Atlanta. As the school’s one-time quarterback, Quavo hopes to give young standouts an opportunity to shine on the field while learning lessons on financial literacy in order to become productive citizens.
“We got a lot of four and five-star guys who are great athletes,” Quavo said. “They’re top 10 and top 25 kids. I’m just here to put these boys in a better position so they can make their stamp in the game and make better deals with NIL.”
Now that White X Cognac is heading into retailers, Quavo is confident that he can make even bigger boss moves now that he’s creating a life after Migos. As he considers his next options, he knows that he will always stand true to his fan base.
“This is greatness and a celebration,” said Quavo. “We’re here for the youth, the culture, and for my city.”
The first 100 bottles of White X ever produced can be purchased for $60 in a limited-edition box exclusively at BlockBar beginning Wednesday, February 7 at 10AM EST. Fans can then find White X at off-premise retail stores in Miami, FL (February), Los Angeles, CA (March), New York City, NY (April), and Dallas, TX (May) before becoming widely available nationwide in June 2024. Follow White X on Instagram at @WhiteXCognac and visit whitexcognac.com for further updates.
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