Future Challenges Traditional Wine Culture with Roué, the Rapper’s First Alcohol Brand

(Photo: Roué)

On Thursday, Grammy Award-winning rapper Future dipped his toes into the alcohol market with Roué, a wine and pre-mixed cocktail brand that promises to course correct the stuffy attitude of the category.

Developed in partnership with beverage entrepreneur Ryan Ayotte, the brand is launching this month with four bottlings. The offerings include a 2023 Cabernet Sauvignon and a 2024 Sauvignon Blanc, which feature grapes from Pasa Robles and Lake County, California, respectively. Roué also features a pair of ready-to-drink cocktails dubbed Ruby Passion and Lemon Lust, each of which blends wine with the essence and juices of natural fruits.

The idea for Roué reportedly began with Future, who describes himself as a life-long wine enthusiast. The Atlanta-born rapper sought to create a brand that embraced high-quality innovation, while avoiding the “outdated” and “intimidating jargon” that persists across many offerings currently available on the market.

“I enjoy wine, but couldn’t find a brand that truly reflected me, something current, innovative and connected to the culture,” Future said. “So, I created it. Roué is about bringing diversity into the wine world and showing what’s possible when creativity and culture collide. Roué is for everyone who’s ever felt unseen in spaces like this. Roué is culture, creativity, and authenticity in a bottle.”

The brand is rolling out at a suggested retail price of $29.99 per 750-milliliter bottle, with its pre-mixed cocktails sold at $14.99 per 4-pack. Roué is now available through retailers including BevMo, Gopuff and Total Wine, and can be purchased direct-to-consumer in 44 states.

Although Roué may be Future’s first foray into the market as an owner, the rapper and entrepreneur is already well acquainted with the industry at large.

Last year, the hitmaker joined forces with director Taika Waititi for an ad campaign spotlighting Belvedere 10, Moët Hennessy’s opulent $160 vodka. Months later, Future signed on as the face of Grand Marnier, an orange liqueur that had previously collaborated with musicians including 2 Chainz and Teezo Touchdown.