Close Menu

Timbaland’s Le Sutra liqueur to ‘revolutionise’ spirits

Grammy award-winning music producer Timbaland is geared up to launch Le Sutra Sparkling Liqueur, this weekend at BleauLive.

Timbaland Le Sutra
Timbaland’s Le Sutra Sparkling Liqueur will get a full US roll-out by the end of 2013

Making a grand entrance to the US market on 1 September at Fontainebleau Miami Beach’s annual Labor Day weekend celebrations, Le Sutra’s four sparkling flavours are aiming to ‘revolutionise’ the liqueur industry.

Timbaland, who has worked with Madonna, Jay-Z, Missy Elliott and Justin Timberlake, claims Le Sutra will be a trailblazer within the liqueurs market.

“Everything that I create is groundbreaking and Le Sutra is no different,” he said. “With its innovative ingredients and design, I’m confident that we’ll gain a loyal and eclectic consumer base. My infectious style has helped produce career-defining hits for artists worldwide, and now I’m guaranteeing another hit with Le Sutra. “

The first spirit launch for Timbaland, Le Sutra is initially available in blueberry, peach, strawberry and grape flavours, and is designed to be drunk neat over ice or chilled in a Champagne flute.

Its co-founders include Ryan Rosenburg, co-owner of Miami based spirits brokerage firm Ginger Wine & Spirits, luxury spirits marketers Adam Berkowitz and Jonathan Webb, and Tom Bruno, formerly of Sidney Frank and one of the original founders of Grey Goose Vodka.

“With all my years in the wine and spirits industry, I have come across many fledging brands” said Bruno. “It is really rare to find a brand with so much potential and unique craftsmanship. From the recipe formula and luxury packaging to the marketing presence and overall impact of a partner like Timbaland, we have a champion in LeSutra.”

Le Sutra Sparkling Liqueur will initially be available in New York, Florida, Delaware, Michigan, Maryland, and Washington DC, although plans are underway to roll out the product nationally by the end of 2013.

BleauLive, which launched on Labor Day 2011, is now a regular event at the Fontainebleau Miami Beach resort, attracting special guest performances from the likes of Nas and Missy Elliott.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No