Roc-a-fella Records hopes to cash in on the thirsts of its fans
with Armadale, its
newly released superpremium vodka from Scotland. The Hip-Hop
label purchased the U.S. rights to the vodka this past spring
from Scottish distiller William Grant & Sons and formed a
co-venture with the company.
The brand presently has limited distribution in New York, Los
Angles and Miami. Atlanta is its next roll-out.
"We know what kind of influence we have over our demographic,
and we like to capitalize on every opportunity," Roc-a-fella's
CEO Damon Dash said in the Wall Street Journal.
According to Dash, Roc-a-Fella artists are "encouraged" to use
Armadale in their lyrics and music videos. And to help push
sales, Roc-a-Fella Records sponsors parties with the Armadale
name on banners, postcards and matchbooks.
Jay-Z, Cam'ron, DJ Cure and Damon are among Roc-a-fella's artists.