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Interscope Enters Beverage Biz
June 27, 2007
| Branding
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| GWEN STEFANI |
By Chris M. Walsh, N.Y.
In what is being touted as a first for a record label, Interscope Geffen A&M Records has signed a joint venture with beverage company Drinks Americas to develop various drink products.
As part of the agreement, the partnership will identify, develop and market jointly-owned alcoholic and non-alcoholic beverage products with the label's artists. The deal gives Interscope an equity stake in new products jointly developed.
Additionally, the label will assist in marketing Drinks Americas' current products, including Donald Trump's Trump Super Premium Vodka and Willie Nelson's Old Whiskey River Bourbon and Bourbon Cream.
Interscope's artists include Eminem, Dr. Dre, Daddy Yankee, Enrique Iglesias, Gwen Stefani and Marilyn Manson, among others.
Drinks Americas was founded in 2004 by J. Patrick Kenny, a beverage industry vet who held various positions at leading beverage companies, including Joseph E. Seagram and Sons and The Coca-Cola Company.
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