Haute 100 Update: Hip-Hop’s Pharrell Williams Launches Ultra-Premium ‘Qream’ Liqueur

Famed hip-hop producer and Haute 100 Miami member Pharrell Williams of the Neptunes has unveiled his newest project, an ultra-premium cream liqueur – called Qream – that he has created in partnership with Diageo, one of the world’s premier liquor companies. Williams is the latest to be inaugurated into an elite group of hip-hop artists-turned-entrepreneur through the release of a liquor, and the Grammy Award-winning producer is especially appealing to the ladies in this new venture.

Williams says of the new drink, “Qream was created for contemporary women who work hard and want to relax with friends at the end of the day. I want them to reward themselves ‘deliciously. Women make up half the population and Qream is about celebrating that power…”

The new product has been personally crafted by Williams, who oversaw every phase of its conception, including the bottle design, marketing and advertising campaigns, and serving as the newly-forged brand’s cultural ambassador. Qream will be launching in two flavors, Strawberry Qream and Peach Qream, and is said to hit shelves later this month.

Daigeo has already successfully forged a hip-hop and liquor partnership with Sean “Diddy” Combs and Ciroc Vodka, of which Combs is a 50% owner, and is hopeful about this newest partnership with Williams. According to SoJones, Anna McDonald, Director of Liqueuers Marketing for Diageo has said that “Pharrell’s unique perspective will propel Qream to become synonymous with women who celebrate style, class, and quality.”

To see the entire Haute 100 Miami list, click here.