Roc-A-Fella CEO's Jay-Z, Kareem "Biggs" Burke and Dame Dash announced that they have purchased imported Scottish
liquor brand, Armadale Vodka. While the terms of the deal were not
disclosed, Dash said the Roc-A-Fella heads were excited about the acquisition.
"Roc-A-Fella has always respected quality vodkas, such as Belvedere and
Grey Goose. Just like we do with all of our businesses we wanted to
present a vodka that represented the best and we feel Armadale is of elite
quality," Dame Dash said in a statement to AllHipHop.com.
Kareem "Biggs" Burke, the seldom seen third CEO, said the liquor would be marketed to everyone, not just hip-hop heads. "This is something that we think is going to break all barriers," Burke said to AllHipHop.com.
Burke said the 80-proof liquor would be the same quality that the organization has brought to its music and clothing.
"People aren't buying [our products] just for the name right now -they are buying it because its quality sh*t," he said.
"With our marketing power, they got with us. Everything that we touch we are eventually going to maximize right now."The CEO said the liquor, previously available only in Scotland, would be distributed in New York, Miami and Los Angeles to begin with. Jay-Z has mentioned Armadale in songs like "All I Need" from the Blueprint album, his last release. Members of the Roc-A-Fella online team enjoyed Armadale at a retreat last weekend, according to reps for the company.