Drake's Virginia Black Whiskey Tops LCBO Launch Sales
While Drake’s concert tour has been cancelled due to an ankle injury and his romance with Rihanna appears to be off-again, at least “The Six” is lifting his spirits.
The Toronto rapper’s new liquor brand, Virginia Black Decadent American Whiskey, has topped single-day launch sales at the LCBO – partly thanks to the liquor agency pre-stocking 220 stores with the hotly anticipated product on the Sept. 30 launch.
Normally the LCBO introduces a new item at select stores and then fans out from there, explained spokeswoman Genevieve Tomney.
Ontario’s liquor retailer sold 1,779 bottles on the last day of September and to-date has sold 775 cases (there are six bottles per case), adding up to $186,000 in retail sales, she said.
By comparison, Diddy-backed Ciroc vodka sold 1,855 bottles in its first week of sales in June, 2015.
“We’re thrilled with the sales performance for Virginia Black whiskey,” said LCBO spokeswoman Genevieve Tomney.
“We would certainly characterize it as the best launch day for a single spirits product that LCBO has had in recent memory,” she said.
“The results clearly show that this approach worked very well and it’s something we are certainly going to consider using for future product launches where there is a similar level of anticipated demand,” she added.
The booze label retails for $39.95 and had been on back order online since an exclusive tasting preview last April for about 100 fans at the Summerhill location.
Virginia Black is a collaboration between the hip hop star and L.A.-based spirits maker Brent Hocking, known for his DeLeón Tequila.