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Quavo teams with Sazerac to unveil White X Cognac (photos)

Quavo has partnered with Sazerac on White X, which will become widely available in the US in the summer of 2024
Quavo announces partnership with White X Cognac (Photo by Terry Shropshire for rolling out)

It is apropos that rap eminence Quavo would align himself with the new White X Cognac.


The former Migos member and the French-based brandy are the quintessence of the same characteristics: audacious, inventive, expressive and charismatic.


Both were on display at the Suite Lounge in Atlanta recently as Quavious “Quavo” Keyate Marshall, 31, and Sazerac produced red-carpet vibes with the collaborative unveiling of White X, a fresher and lighter cognac that contains a milder kick. The cognac is being presented to urban sophisticates as a “smooth and sippable” libation to imbibe. 

Just as he did when Migos began churning out hit songs, platinum albums, and industry awards, Quavo is the ambassador giving some shine to one of the first white cognacs in the United States.


The leading global spirits company is reportedly planning similar unveilings in Miami, Los Angeles, New York, and Dallas before White X becomes available nationwide in June 2024. The first 100 bottles of White X ever produced will be available via online wine and spirits retailer Blockbar starting on Feb. 7. Packaged in a matching limited-edition box, White X will be sold for $60.

“What I love about White X is that it’s an entirely different drink experience than any other type of cognac,” said Quavo, according to PR Newswire. “I’m a big believer in challenging the status quo, and I think that’s the role of white cognac. White X is for those who aren’t afraid to shake things up, put in the work and celebrate their accomplishments. This is the drink they’ve been waiting for. Neat or in a cocktail, White X is smooth and sippable — a reward for the hustle.” 

Sazerac said they are ushering in a new era of libation luxury with a smoother, sweeter, and more mixable cognac. 

“White X challenges the traditional cognac category with its fresh and light taste — it’s a total departure from many preconceived perceptions about cognac overall,” said Jess Scheerhorn, Sazerac’s global cognac brand director. “Quavo’s electrifying style and willingness to break down barriers makes him the perfect fit to help us debut this brand.”

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