As part of their agreement, both companies will seek to identify, develop, commercialize and market alcoholic and non-alcoholic beverage products with Interscope/Geffen/A&M artists. Eminem, Dr. Dre, Snoop Dogg, 50 Cent, Busta Rhymes, Common, Keyshia Cole and Daddy Yankee are just some of the acts on the label's roster.
Additionally, the label will also assist in marketing and promoting Drinks Americas' current products, including Donald Trump's Trump Super Premium Vodka and Willie Nelson's Old Whiskey River Bourbon.
"Our partnership provides us with a marketing platform to drive awareness of our premium icon brands through events, such as music videos, concert tours, album kick-off parties and other countless ways that cut across all media forums," explained J. Patrick Kenny, Drinks Americas CEO, via a statement. "With our growing success, it is a natural fit to partner with the world's largest music company."
"Drinks Americas has done an incredible job of connecting icons with a new audience," added Steve Berman, Interscope/Geffen/ A&M marketing president. "They open a new lane for us and our roster of talent. We're looking forward to working hand in hand with them on a variety of upcoming products and opportunities."