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For megalomaniac megastars, dominance in one genre is never enough. We’ve seen famous faces gracing everything from boxes of breakfast cereal to frozen dinners, and now, one of music’s biggest moguls is lending his name to a new liqueur.
Producer, songwriter, and rapper Timbaland is the man behind the new brand LeSutra sparkling liqueur.
The 30-proof sparkling liqueur is apparently inspired by the kama sutra (how that works, we’re not so sure). Asked about the name’s meaning, a brand rep says, “Sutra means the thread or line that holds things together. LeSutra is the spark that ignites shared moments of pleasure and is ‘The Spirit That Binds Us Together.'”
Um, OK.
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Whatever its inspiration, the wine-and-vodka-infused beverage comes in four flavors: blueberry, strawberry, peach, and grape. We’re told it can be served chilled, straight up, or on the rocks, and can be mixed with vodka, tequila, rum or cognac — or a nonalcoholic mixer such as ginger ale, orange juice, or club soda.
To launch the new spirit, Timbaland partnered with spirits-industry veteran Tom Bruno (one of the founders of top-shelf vodka Grey Goose), wine and spirits distribution expert Ryan Rosenberg, and spirits and luxury marketing experts Adam Berkowitz and Jonathan Webb.
To kick off the launch, the team is hosting a Timbaland & Friends Labor Day weekend blowout at Miami Beach’s Fontainebleau. Timbaland will perform September 1, and there’ll be tastings, daytime poolside entertainment, and a private LeSutra sparkling liqueur lounge throughout the weekend. Of course, the experience is open only to guests who book BleauLive packages, which start at $250 per night. As a bonus for shelling out the big bucks, the first 50 guests to book will be invited to a private meet-and-greet with Timbaland.
The spirit will launch in Florida September 1 and in New York, D.C., Delaware, Maryland, and Michigan by October 1, with plans to expand nationally by the end of 2013.
Those interested in ponying up the cash to book a BleauLive package for the weekend festivities can do so at the Fontainebleau’s promotional site.
