Drake debuts Virginia Black whiskey in AustraliaBy Owen Bellwood
Canadian rapper Drake has launched his Virginia Black whiskey in Australia through a distribution deal with Elegance Brands.
Virginia Black Decadent American Whiskey is now available in Australia exclusively through marketing and distribution firm Elegance Brands, which will also market Drake’s Mod Sélection Champagne.
Raj Beri, founder, CEO and chairman of Elegance Brands, said: “We are excited to be entering such a critical partnership with legendary beverage and spirits curator, Brent Hocking, and high-profile tastemaker Drake for these brands.
“Both brands have a unique, eloquent and sophisticated design that equally matches their smooth and robust flavour profiles, and we welcome the opportunity to bring these beverages to consumers all across Australia.”
Drake launched Virginia Black in 2016 in collaboration with Hocking, founder of Deléon Tequila. The liquid is a blend of two-, three- and four-year-old Bourbon, and is said to have a high-rye mash bill.
Bottled at 40% ABV, Virginia Black Decadent American Whiskey is priced at AU$79.99 (US$62).
In 2019, Drake also announced a partnership with luxury spirits retailer Le Clos to stock Virginia Black American whiskey at Dubai International Airport.