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Ja Rule Ventures into Whiskey with Amber & Opal

Ja Rule, the iconic hip-hop artist from Queens, has stepped into the world of spirits by launching his own honey-infused rye whiskey, named Amber & Opal, alongside friends Herb Rice, Sandy Sandiford, and Kelvin Barton. Though not previously a whiskey enthusiast, Ja Rule’s initiative marks the blending of music and entrepreneurship.

“I’m not really a heavy drinker,” notes Ja Rule. “Occasionally, I might enjoy a bit of wine, but that’s about it.” However, he found himself drawn to whiskey as a business opportunity in 2024, aiming to expand the product’s reach from its initial release in Maryland.

The journey began as an investment venture involving the purchase of a warehouse filled with aging whiskey barrels in Ohio. Initially, they planned to sell the whiskey at a premium after aging it for seven years. However, inspired by an entrepreneurial spark, they decided to create a distinctive brand. “Let’s create a brand, a business with this,” Ja Rule recalls the moment when their vision shifted.

Despite their enthusiasm, the founders encountered advice to refrain from using their initial barrels when they opted to develop a niche product centered around “honey botanical whiskey.” The barrels are now set to be used for a future release, a 10-year-old premium bourbon.

In partnership with the Baltimore Spirits Company, a distillery committed to revitalizing Maryland’s rye whiskey heritage since its establishment in 2015, the team chose to infuse Maryland Straight Rye Whiskey with flavors derived from orange blossom honey and a blend of botanicals such as lapsang souchong tea, cinnamon, ginger, and fig. Sourcing these botanicals from Wight Tea Company, also based in Baltimore, adds a local touch to their product.

They meticulously sampled 30 different types of honey to find the perfect pairing that complements the robust flavors of the rye whiskey. Ja Rule describes the collaboration with his whiskey-savvy friends as a harmonious balance of experience and beginner’s curiosity, creating a whiskey approachable for both seasoned drinkers and newcomers alike.

Crafting an Inclusive Brand

“We aimed to create an entry point for new whiskey enthusiasts,” he emphasizes, noting that while their product has a sweet profile, it remains a flavored whiskey with an 80-proof strength, not to be confused with a liqueur.

Ja Rule articulates the significance behind the brand name: “Opal is a precious stone that comes in various hues, much like our brand’s vision. We want Amber & Opal to symbolize inclusivity.” He is clear that although the brand is owned by four Black entrepreneurs, it is designed for everyone, countering the notion that such a label limits their audience.

Amber & Opal whiskey is currently available not only in Baltimore but also in Total Wine stores across states like California, Florida, New York, and New Jersey, with shipping options to 35 states via seelbach.com. Ja Rule expresses a desire for strategic nationwide expansion, prioritizing a careful approach over rapid growth.

“We don’t want to rush and do it the wrong way,” he explains. “Our focus is to establish a strong presence in our local markets.” With roots in New York, New Jersey, Baltimore, and Atlanta, the team is poised to leverage their individual locations for success.

This summer, Ja Rule plans to promote Amber & Opal while joining Nelly for parts of the “Where the Party At” tour. He intends to connect with fans and showcase his whiskey at various stops, facilitating a blend of musical performance and business promotion.

Additionally, he is set to unveil a long-anticipated music album next June, coinciding with his whiskey launch. Reflecting on the experience of introducing a new product, Ja Rule comments, “It’s nerve-wracking witnessing people try something for the first time, similar to debuting a new song on stage.”

Ultimately, his expectations are straightforward. “I want to see a lot of empty bottles,” he concludes, embodying the blend of confidence and excitement that comes with launching a new venture.

Baltimore Spirits Company Amber & Opal Honey Botanical Whiskey; $69.99 for one 750-milliliter bottle at seelbachs.com

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www.foodandwine.com