Hip-Hop producer Pharrell Williams is the latest artist to try his hand in the liquor business, with the launch of a new drink in partnership with one of the world largest spirits maker, Diageo.
According to Pharrell, the new drink is an ultra-premium cream "liqueur."
In addition to developing the taste of Qream, the Grammy award-winning producer also designed the bottle, the marketing and advertising campaign and will serve as the brand's cultural ambassador.
According to Pharrell, everything about Qream is made to appeal to women.
"Qream was created for contemporary women who work hard and want to relax with friends at the end of the day," Pharrell Williams said.
"I want them to reward themselves 'deliciously,'" Williams continued. "Women make up half the population and Qream is about celebrating that power. To work with Diageo in bringing something original like Qream and the notion of delicious living to market has been a thrill."
Qream with a Q will come in two varieties upon launch, Strawberry Qream and Peach Qream.
Diageo is already in business with another Hip-Hop mogul, Sean “Diddy” Combs.
Combs owns 50% of the Ciroc Vodka brand, with Diageo owning the other percentage.
Other brands under the Diageo umbrella include Johnnie Walker, Crown Royal, Ketel One, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, and others.
"Williams' ability to interpret and deliver memorable experiences has the potential to allow Qream to become synonymous with women celebrating life with style, class and quality," said Anna MacDonald, Director of Liqueurs Marketing at Diageo.
"We expect Pharrell Williams' unique perspective, coupled with his alliance with Diageo, will help Qream set a new standard as the beverage women choose to honor themselves and their accomplishments."