By Chris Richburg
New music will not be the only thing fans can look forward to from 50 Cent and Busta Rhymes in the coming months.
Under a new agreement between the rappers’ management company, Violator Management, and Wilton, Connecticut.-based Drinks Americas, Busta Rhymes and 50 Cent will be used to market the Leyrat Cognac and Sparkling Vodka brands.
The new alliance is not the first time Drinks Americas has reached out to the rap community.
The beverage company entered into an equity partnership with super producer Dr. Dre in February 2008, to develop and market a series of premium alcoholic and nonalcoholic beverages.
The venture stemmed from Drinks Americas’ June 2007 partnership agreement with the beatmaker’s label Interscope Geffen A&M.
The union is noted for being the first equity partnership agreement between a music company and a beverage company to develop new products.
In August, Drinks Americas revealed it would introduce Dr. Dre’s Aftermath Cognac.
The beverage maker was set to work with premium cognac producer Abecassis Cognac to handle the production, supply and European distribution of the entertainer’s liquor.
In addition to Aftermath Cognac, an 80-proof flavored and unflavored sparkling vodka was set to be unveiled by Drinks Americas.
The new drinks would hit the market around the same time as the release of Dr. Dre’s highly anticipated Detox album.
News of Violator’s agreement with Drinks Americas comes amid agreements the company made to produce various celebrity branded drinks that include Willie Nelson's Old Whiskey River Bourbon, Donald Trump's Trump Super Premium Vodka, and Paul Newman's Own Sparkling Fruit Drinks and Sparkling Waters.