LL Cool J and Knobb Creek have collaborated to create a new limited-edition bourbon line that combines hip-hop culture and whiskey.
According to online reports, the new whiskey, called Knob Creek x Rock The Bells, is a nine-year-old single-barrel bourbon line. It is the outcome of Knob Creek, a Kentucky-made Jim Beam Small Batch Collection product, partnering with Rock The Bells, LL Cool J’s touring music festival and lifestyle/media brand.
Hip-hop is the focus of the new partnership, with celebrities like Raekwon of Wu-Tang joining the marketing campaign and signing bottles at a few New York liquor stores. The limited-edition Bourbon line from Knob Creek honors the spirit of collaboration and the enduring legacy of hip-hop, with the goal of “honoring the foundational elements of hip-hop while nurturing its future.”
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Regarding the new Bourbon, not much is known as it will be released mid-year. It’s the second hip-hop collaboration that Knob Creek has introduced recently.
The whiskey company collaborated with Jack Harlow, a native of Kentucky, in November to create a limited-edition bourbon that retails for $59.99. Only the cities where the rapper was performing in as part of his No Place Like Home tour could purchase the Bourbon.
The Jack Harlow Foundation, Harlow’s nonprofit, benefits from the Bourbon sale proceeds. Jim Beam master distillers Fred and Freddie Noe, along with his parents Maggie and Brian Harlow, chose the whiskey.
The move follows rapper and Wu-Tang producer RZA’s partnership with scotch brand Ballantine for the 7 American Barrel x RZA Limited Edition.
Raekwon is involved in the Knob Creek x Rock the Bells project. American oak casks were used to age the blended scotch for seven years.
Other rappers that have started whiskey projects and campaigns recently include A$AP Rocky (Mercer + Prince) and Drake (Virginia Black).
