Cee Lo Green partners with VGSBy Alice Brooker
Vodka producer Victor George Spirits (VGS) has signed a deal with American singer Cee Lo Green, making him a partner and ‘the face’ of the brand.
VGS produces Victor George Vodka and Fort Mose 1738 Bourbon at the Palm Beach Distillery in Florida, US.
Cee Lo Green, whose real name is Thomas DeCarlo Callaway-Burton, met VGS owner Victor G Harvey in 2020 at a Super Bowl party.
“My enthusiasm in partnering with the Victor George Spirits brands is immeasurable,” said the Forget You singer.
“It is literally an extension of my own good taste. We shall shift the attention, and unbottle exceptionality, excellence and ownership with a clarity in which one can see their own reflection.”
In October 2022, the brand secured a multi-state distribution deal in the US with Republic National Distribution Company (RNDC).
The brand claims to have become one of the fastest-growing Black-owned spirits companies in the US since it launched in 2019.
The brand is available in 44 states.
“Our business model in partnering up with celebrities, influencers, or professional athletes, we feel, is much different than most models I have seen, and can really add value to our brands and our company,” said Harvey.
“We believe with the platforms they have, they should not be simply a paid endorser of one of our products – that is a thing of the past. We want true partners, and that means they share in the profits, creativity, growth and overall equity of the brand.
“That’s a partnership and consistent with our goal to be the largest Black-owned spirits company in the US by 2025, hence we are very selective when making these choices, and we knew Cee Lo would be a good one.”
In November 2021, VGS secured US$2.45 million to build a new distillery complex that will include a restaurant and rooftop bar, at Sistrunk Boulevard, in Fort Lauderdale, Florida.
Victor George Vodka and the caramel-flavoured variant can be purchased for RRP US$19.99 for a 750ml bottle, and US$28.99 for 1.75-litre bottle. Fort Mose retails for US$49.99 per 750ml.
Cee Lo Green is not the only famous face behind VGS. In January 2020, American rapper Flo Rida become an equity partner of the vodka producer.