Interscope Geffen A&M is now preparing a number of artist-branded drinks, according to an announcement issued this week.
The initiative involves Drinks Americas Holdings, Ltd., a Connecticut-based company specializing in customized liquid concoctions. According to Interscope, a division of Universal Music Group, the companies will jointly develop artist concepts and marketing approaches, and share resulting profits. Drinks Americas has already launched a number of celebrity-branded beverages, including the Donald Trump-inspired Trump Super Premium Vodka and Willie Nelson’s Old Whiskey River Bourbon. According to the company, the Trump concept is slated to sell 100,000 cases in its first year, a strong achievement.
For the Interscope partnership, specific artist names were not disclosed, though a number of potential tie-ins were tossed around. The celebrity branding possibilities include Eminem, Dr. Dre, Snoop Dogg, 50 Cent, Busta Rhymes, G-Unit, Daddy Yankee, Sheryl Crow, Enrique Iglesias, Chris Cornell, and Gwen Stefani, according to the label group. “There is a large opportunity here for both companies to generate substantial incremental revenue and profits and create valuable assets,” said J. Patrick Kenny, chief executive of Drinks Americas. “One only needs to take note of the huge purchase prices recently paid by large beverage companies for new, icon-associated and proven brands to see the tremendous potential in the products to be developed through our venture with Interscope Geffen A&M.”