Drake’s whiskey venture breaks sales recordBy Annie Hayes
Canadian rapper Drake has broken the Liquor Control Board of Ontario’s record for the largest single day launch sales with his new venture Virginia Black Decadent American Whiskey.
The release beat the retailer’s previous record – which was recorded over Christmas – selling 1,779 bottles on its first day, almost as many bottles as Sean ‘Diddy’ Combs’ vodka brand Cîroc sold in its first week at the Liquor Control Board of Ontario (LCBO).
“Virginia Black broke the record for single day launch sales at the LCBO, selling 1,779 bottles in the first day on September 30th, 2016,” a statement from the company reads.
“To put in perspective, the first week totals for Virginia Black were over 250% higher than when established brand Cîroc launched at the LCBO in June of 2015.
“Cîroc sold 1,855 bottles in their first week with the LCBO and Virginia Black sold 4,650 bottles in their opening week with the LCBO. ”
Virginia Black is a collaboration between Drake and Brent Hocking, creator of DeLeón Tequila, and blends two, three and four-year-old Bourbon whiskeys with a high-rye content.
The brand will expand its Canadian reach this month, launching in British Columbia, Alberta and Manitoba.
Virginia Black is bottled at 40% abv and retails for US$34.99.
The LCBO has more than 700 stores, and is the “largest” single purchaser of alcohol in Canada.