FRESH FROM receiving the key to the city of Toronto, Canadian rapper Drake has hinted that his next venture will involve a whiskey brand called Virginia Black.
The 29-year-old rapper teased fans with an announcement on Instagram, which featured a black and gold logo and website details.
“After that legendary moment what else is there to do but celebrate with class,” he wrote in the caption. “Virginia Black coming soon…”
It is unknown how much control Drake will have in the new business venture or what role he will play, but if his past ventures are anything to go by, the ‘Drake-effect’ is sure to yield success.
In December, luxury designer Tom Ford launched a Drake-inspired lipstick, which sold out within minutes of launching on Net-a-Porter.
The deep plum-hued lipstick originally retailed for £25 but the overwhelming demand saw its value skyrocket on sites, such as eBay, where it was listed as high as £1668.
The ‘Drake-effect’ also contributed to the success of the Moncler ‘Maya’ jacket after he wore it in his popular music video for Hotline Bling.
A Moncler representative spoke with Vanity Fair magazine and revealed the company sold double the number of jackets that following a week after the rapper’s video went live on Apple Music.
While Drake himself is the proud owner of is own clothing label, October’s Very Own (OVO), and recently presented his fourth collaboration with the Canadian luxury outerwear brand Canada Goose.
In December, he launched his OVO flagship store in Los Angeles, which offers Drake-inspired apparel and other 6 God related items.
Drake joins in that tradition of musicians who have expanded their business empire with a brand of alcohol.
Other impresarios in the liquor business include 50 Cent and his brand Effen Vodka, Puff Daddy with CÎROC vodka and Jay-Z with his Armand de Brignac branded Ace of Spades champagne, and D’USSE Cognac.