Former Migos frontman Quavo has teamed up with spirits giant Sazerac to launch his own Cognac, White X.
Leading global spirits company Sazerac has joined forces with Grammy-nominated rapper Quavo to produce White X Cognac, one of the first and only white cognacs available in the US.
Available in select cities around the US, White X Cognac boasts of being a modern, fresh and light drink. The first hundred bottles of the new drink will be available only online and via renowned spirits retailer BlockBar beginning Wednesday, February 7 at 10AM EST. Presented in a matching limited-edition box, this exclusive offering will be available for $60.
Speaking about White X Cognac, Quavo said:
“What I love about White X is that it’s an entirely different drink experience than any other type of cognac. 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.”
Adding to Quavo’s view, Global Cognac Brand Director at Sazerac, Jess Scheerhorn said: “White X challenges the traditional cognac category with its fresh and light taste – it’s a total departure from many preconceived 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.”
It is quite unusual for white cognac to be available in the US, so access to the spirit has been limited for loyal fans. White X seeks to transform the category by ushering in a new era of luxury with a smoother, sweeter and more mixable white cognac offering made available to all drinks lovers in the US beginning immediately at launch.
In early February, White X takeovers extend beyond the exclusive BlockBar sale, and will find placements across Atlanta at the city’s hottest clubs, bars, and restaurants, in addition to the product being widely available at local off-premise retail stores. Similar drops will happen in Miami, FL (February), Los Angeles, CA (March), New York City, NY (April), and Dallas, TX (May) before White X becomes available in all markets across the country beginning in June 2024.
White X offers the delicacy of a youthful cognac but boasts rich, lingering flavors. It is fresh and light on the nose with a slight sweetness and intense notes of white and yellow peaches, elegant vanilla, and an undertone of dried rose petals. The palate opens with gentle white stone fruit, creamy and soft vanilla, and a subtle hint of tannin devoid of bitterness. The finish is meltingly smooth, elegant, and extremely long for a younger cognac.
For more information, head over to the brand’s official website.