Grammy-nominated rapper Quavo partners with Sazerac to launch one of the first white cognacs in the U.S., challenging traditions and redefining the spirits landscape.
In the world of spirits, tradition often reigns supreme, but leave it to Grammy-nominated rapper and entrepreneur, Quavo, to turn convention on its head. Teaming up with leading global spirits company Sazerac, the iconic Migos member is set to launch White X Cognac, a game-changing addition to the spirits landscape.
With its arrival in select cities commencing late January 2024, White X Cognac is destined to become a cultural touchstone, challenging the norms of the cognac industry. This new offering, fresh, modern, and light, promises to be one of the first and only white cognacs available in the United States, introducing a palate-pleasing experience that defies expectations.
“What I love about White X is that it’s an entirely different drink experience than any other type of cognac,” shared Quavo. “I’m a big believer in challenging the status quo, and I think that’s the role of white cognac. White X is for those who aren’t afraid to shake things up, put in the work, and celebrate their accomplishments. This is the drink they’ve been waiting for. Neat or in a cocktail, White X is smooth and sippable – a reward for the hustle.”
Traditionally elusive in the United States, white cognac has been a rare gem, enjoyed by only a select few. White X aims to democratize this luxurious spirit, transforming the category with a smoother, sweeter, and more mixable offering. The partnership between Quavo and Sazerac is a testament to their commitment to ushering in a new era of luxury, where the boundaries of flavor and expectation are pushed beyond the norm.
Jess Scheerhorn, Global Cognac Brand Director at Sazerac, expressed excitement about the innovative venture, stating, “White X challenges the traditional cognac category with its fresh and light taste – it’s a total departure from many pre-conceived perceptions about cognac overall. Quavo’s electrifying style and willingness to break down barriers makes him the perfect fit to help us debut this brand.”
For those eager to get their hands on this exclusive offering, the first 100 bottles of White X will be available via online wine and spirits retailer BlockBar beginning Wednesday, February 7 at 10 AM EST. Packaged in a matching limited-edition box, this collector’s item will be priced at $60, making it a must-have for connoisseurs and trendsetters alike.
Beyond the online release, White X will make a splash in various cities, starting with Atlanta in early February. Takeovers at the city’s hottest clubs, bars, and restaurants, along with availability in local off-premise retail stores, will mark the beginning of an exciting nationwide journey. Similar launches are set for Miami, FL (February), Los Angeles, CA (March), New York City, NY (April), and Dallas, TX (May), with a full national release slated for June 2024.
Clear and golden straw in color, White X offers a youthful delicacy paired with rich flavors that linger. Its fresh and light nose, combined with a slight sweetness and intense notes of white and yellow peaches, elegant vanilla, and an undertone of dried rose petals, makes for a truly exceptional tasting experience. The palate introduces gentle white stone fruit, creamy and soft vanilla, and a subtle hint of tannin without any bitterness, leading to a meltingly smooth, elegant, and extremely long finish.
For more information and to stay updated on the White X journey, follow @WhiteXCognac on Instagram and visit whitexcognac.com. Quavo’s foray into the world of luxury spirits promises to be an exciting venture, redefining the cognac experience for enthusiasts and tastemakers alike. Cheers to innovation, tradition-breaking, and the smooth allure of White X Cognac.