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Dr. Dre to Release Line of Premium Cognac

Producer Dr. Dre and beverage company Drinks America have entered into a new partnership to develop, market and distribute a series of premium alcoholic and non-alcoholic beverages. The first two products to be released under the agreement will be a super-premium cognac and a special sparkling vodka beverage that is currently under development. According to a release announcing the deal, Dre will join Drinks America as an equity partner as opposed to a typical celebrity spokesman. The agreement falls under a previously announced deal between the company and Interscope Geffen A&M Records, the parent company of Dre’s Aftermath Entertainment. “I’m always down for a new challenge,” Dre said in a statement. “When Drinks Americas approached me about going into business with them, I knew there was a lot of competition out there but it was the same way when I started doing music. I’m going to put the best product out there, because that’s what I do.” Drinks America currently produces several celebrity branded beverages including a line of vodka from Donald Trump and Willie Nelson’s Old Whiskey River Bourbon. “This is the next of several steps as Drinks assembles a range of global iconic brands and trademarks that will build substantial long term shareholder value,” said Drinks president and CEO J. Patrick Kenny. “We are thrilled to be working with Dr. Dre, a true icon, as an owner and our partner in brands that will reflect his tastes and personality. Unlike hiring a celebrity to help grow an existing brand, Dr. Dre is an equity owner of the brands and will be involved as our partner at every stage of the process.”

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