While Future is known for his chart-topping hits and signature sound, he’s now making waves in a new arena: the spirits industry! Teaming up with beverage expert Ryan Ayotte, the Atlanta rapper has launched Roué, a sophisticated new line of fine wines and Ready-to-Drink (RTD) cocktails.
A Vision for Diversity in Wine
Future explained that his inspiration came from a desire for a wine brand that truly reflected his current lifestyle and the culture he’s a part of. ‘I enjoy wine, but couldn’t find a brand that truly reflected me, something current, innovative, and connected to the culture,’ he stated in a press release. ‘So, I created it.’
He envisions Roué as a brand that brings diversity to the wine world, showcasing the power of creativity and culture colliding. ‘Roué is for everyone who’s ever felt unseen in spaces like this. Roué is culture, creativity, and authenticity in a bottle,’ Future added, emphasizing inclusivity and genuine expression.
Crafting Quality with Style
The Roué launch features a 2023 Cabernet Sauvignon and a 2024 Sauvignon Blanc, with grapes sourced from California’s renowned wine regions. But they didn’t stop at wine; Roué also introduced two RTD cocktails: Ruby Passion and Lemon Lust. Ayotte highlighted their commitment to starting from scratch, ensuring a unique product rather than just a rebranded generic wine.
Ayotte elaborated on the design process, explaining how the custom bottle and packaging were meticulously crafted to mirror Future’s multi-dimensional persona – equally at home on the streets of Atlanta as he is on the red carpet. The goal was to create a premium experience that appeals to today’s consumers who value quality and style without the pretentiousness often associated with traditional wine culture.
Flavor Profiles and Pairings
The Ruby Passion RTD, with an 8% ABV, blends a red wine base with notes of strawberry, pomegranate, apple, raspberry, and a hint of lemon. Lemon Lust offers a crisp white wine base with a vibrant mix of lemon and orange, designed to be bold without being overly sweet. For food pairings, the Cabernet Sauvignon is recommended with filet mignon, wagyu burgers, or charcuterie boards, while the Sauvignon Blanc pairs well with seafood or creamy dishes.
Ayotte believes Roué sets a new standard for a new generation, offering something truly unique in a competitive market. The brand is now available in 44 states and can be purchased through major retailers like BevMo and Total Wine, as well as directly from drinkroue.com.
Are you excited to try Future’s new Roué wine and cocktails? What are your favorite celebrity-founded brands? Share your thoughts in the comments below!