Bad and Boozy: Quavo Announces White Cognac Brand, First Hundred Bottles to Retail as NFTs

(Photo: White X Cognac)

Grammy-nominated artist Quavo is back in the headlines with his first spirits launch. Teaming up with global beverage giant Sazerac, the rapper has unveiled a white cognac brand that promises to redefine the American market.

White cognac — best known to many consumers through Hennessy Pure White — is distilled from the same grapes as regular cognac but skips the aging process in oak casks. Unlike typical cognac offerings, its color leans hay-yellow, punctuated by bright flavors of fruit, flowers and honey.

White cognacs are rarely distributed outside of France and the Caribbean, leading to high resale prices in the United States. Selling at $60, Quavo’s White X Cognac promises to be the first widely available spirit of its kind when it launches nationwide in June.

“What I love about White X is that it’s an entirely different drink experience than any other type of cognac,” said Quavo in a press release.

 

View this post on Instagram

 

A post shared by White X Cognac (@whitexcognac)

“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.”

The first 100 bottles of White X will be available exclusively through Block Bar, a blockchain-based platform that backs collectible spirits with NFTs. Since launching in 2021, the site has become a haven for ultra-expensive offerings from Patrón, Johnnie Walker, Glenfiddich and more.

Purchases of White X through Block Bar will be accompanied by a matching limited-edition box. The spirit itself is said to balance “gentle white stone fruit, creamy and soft vanilla” with a “subtle hint of tannin devoid of bitterness.”

“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,” said Global Cognac Brand Director at Sazerac, Jess Scheerhorn. “Quavo’s electrifying style and willingness to break down barriers makes him the perfect fit to help us debut this brand.”

Read More: 

Sean ‘Diddy’ Combs Settles Lawsuit Against Diageo, Ends Ownership Stake in Cîroc Vodka, DeLeón Tequila

Hennessy vs. Agave: Cognac Dwindles Out in Premium Category as Tequila Balloons in Popularity 

Laws When You’re Drinking Claws? White Claw Unveils Non-Alcoholic Electrolyte-Infused Lineup

Here at Tequila Raiders, we do more than write about current events in tequila. We are the only media property reviewing tequilas and aggregating the scores and reviews of other significant voices in the tequila world in one place. If you’re interested in getting a shot of tequila in your morning email, sign up for our Deal of the Day newsletter