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Run the Jewels Dives Into the Beverage Scene
It seems that hip-hop duo Run the Jewels is not just making waves in the music industry but is also setting the stage in the beverage world. Known for their high-energy performances and socially conscious lyrics, Killer Mike and El-P have built a reputation for successfully collaborating with breweries. After years of experimentation, they are now ready to roll out their beverage line under the name ‘Juice Runners,’ serving up canned cocktails inspired by the very essence of their fanbase, the Jewel Runners.
Introducing the Paloma Remix
The first offering from Juice Runners is the Paloma Remix, a mezcal-based cocktail that brings a refreshing twist. Crafted in collaboration with El Tinieblo, a mezcal producer based in Tamaulipas, Mexico, this cocktail combines organic grapefruit juice, agave nectar, and a hint of salt. At a retail price of $60 for a case of 12 cans, the Paloma Remix promises a delightful taste experience to accompany their fans, and it will also be available at Killer Mike’s Atlanta restaurant, Bankhead Seafood.
Crafting with Heart: A Personal Journey
For Killer Mike, entering the beverage industry has deep personal significance. He recalls fondly how his grandfather would have appreciated his ability to thrive as an artist while exploring other creative endeavors. “I know this is making my grandfather giggle somewhere in heaven,” he reflects. The journey into spirits was largely influenced by El-P’s fascination with mezcal, having been introduced to it by his wife’s grandmother. Their love of craft beverages has woven itself into their identities—both as artists and entrepreneurs.
The Inspiration Behind Juice Runners
The inception of Juice Runners is also rooted in cultural connections. Mike and El-P have consistently recognized that their fanbase often overlaps with enthusiasts of craft beer and spirits. As their music has resonated with audiences, so too have their collaborative beverages. This expansion into cocktails is a natural progression that combines their passions for music and creativity.
Future Collaborations on the Horizon
Alongside their debut drink, the duo has additional collaborations lined up, with their sights set on rum as a new venture with Detroit’s Two James Spirits. Uzoigwe, their manager, notes how delving into the history of rum can be a fascinating exploration that transcends pirate tales, shedding light on the cultural and social narratives that shaped it.
The Rise of Ready-to-Drink Cocktails
As consumers increasingly seek bottled experiences that allow for convenience and flavor on-the-go, ready-to-drink cocktails are seeing a surge in popularity. For travelers, especially digital nomads, the “Juice Runners” line offers an accessible option for enjoying crafted beverages without the hassles of mixing and preparing drinks. With ingredients sourced with care and an artisanal touch, it embodies a modern approach to cocktail culture.
Celebrating a Decade of Musical Feats and Future Aspirations
As Run the Jewels prepares to celebrate their 10-year journey with a series of anniversary concerts, the launch of Juice Runners serves as a fitting tribute to their fans and a testament to their evolving artistry. The concerts promise to feature a blend of their beloved tracks along with surprise collaborations, underscoring the duo’s commitment to celebrating not only their music but also the communal spirit it fosters.
Conclusion: A Toast to Innovation and Community
The introduction of Juice Runners illustrates how the worlds of music and mixology can blend beautifully, creating pathways for community engagement. It highlights how cultural icons can redefine industries, bringing fans along for the ride. So, as you savor a can of the Paloma Remix, remember that you’re not just enjoying a drink; you’re participating in a vibrant cultural movement that marries art, flavor, and social sustainability. Cheers!
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