Future Redefines Luxury Drinking with Roué: A Bold New Wine and Cocktail Brand for the Modern Generation

Photo Credit: Virgile Guinard

Grammy-winning recording artist and visionary entrepreneur Future is stepping into a new frontier—this time, not with beats but with bottles. Introducing Roué, a groundbreaking line of fine wines and ready-to-drink (RTD) cocktails designed for today’s culture-driven, style-conscious drinkers.

Crafted to disrupt traditional wine norms, Roué reimagines the experience of drinking wine and cocktails with a sense of inclusivity, design, and modern luxury. Future’s latest venture isn’t just another celebrity label—it’s a cultural statement that merges creativity, craftsmanship, and connection.

“I enjoy wine, but couldn’t find a brand that truly reflected me, something current, innovative, and connected to the culture,” says Future. “So, I created it. Roué is about bringing diversity into the wine world and showing what’s possible when creativity and culture collide. Roué is for everyone who’s ever felt unseen in spaces like this. Roué is culture, creativity, and authenticity in a bottle.”

Born from Future’s own experiences in the beverage space, Roué fills a void for consumers who crave quality and innovation without the pretense of traditional wine culture. The brand’s debut lineup includes two meticulously crafted wines—a 2023 Cabernet Sauvignon from Paso Robles and a 2024 Sauvignon Blanc from Lake County—both made with 100% organic grapes and sustainable practices. The result: bold, fruit-forward wines that embody the freedom, energy, and originality of the next generation of drinkers.

But Roué’s innovation doesn’t stop with what’s inside the bottle. Each wine comes encased in a custom-designed, multi-faceted bottle that mirrors Future’s multifaceted identity—his influence in music, fashion, and beyond. The sculptural design creates a tactile and visual experience that redefines what modern luxury looks and feels like.

To extend this ethos to everyday occasions, Roué enters the Ready-to-Drink (RTD) category with two elevated wine cocktails—Ruby Passion and Lemon Lust—crafted from premium wine and natural fruit essences. Instead of standard cans, Roué’s RTDs come in embossed glass bottles, offering a refined experience that turns even casual moments into celebrations.

“Roué represents a commitment to quality and a contemporary approach to how wine and ready-to-drink beverages are perceived and enjoyed,” says Ryan Ayotte, Roué’s co-founder and beverage industry veteran. “Roué is for the dreamers, the disruptors, and the trailblazers who refuse to be defined by convention. We’re inviting consumers to Make the Moment their own.”

Backed by powerful distribution partnerships—including Georgia Crown Distributing Co. in Georgia and Southern Glazer’s Wine & Spirits nationwide—Roué launches with strength and scalability. Consumers can find Roué in Georgia, Florida, and California through retailers such as BevMo, Gopuff, and Total Wine, or order directly in 44 states via drinkroue.com.

Photo Credit: 331DES

The Cabernet Sauvignon and Sauvignon Blanc retail for $29.99 per bottle, while the Roué RTD Cocktails are available at $14.99 per 4-pack. Whether shared among friends or sipped solo, Roué invites consumers to celebrate life’s moments with confidence and creativity.

With its blend of premium craftsmanship, cultural authenticity, and innovative design, Roué isn’t just a new brand—it’s the future of how the world drinks.