As part of the agreement, the 50/50 partnership will seek to identify, develop, commercialize and market jointly owned alcoholic and non-alcoholic beverage products in collaboration with Interscope Geffen A&M artists. Interscope Geffen A&M will work to sign and negotiate with selected artists, and to assist in the marketing and promotion of the new beverages. Additionally, Interscope Geffen A&M has agreed to assist in marketing and promoting Drinks Americas' current and growing portfolio of products, including Donald Trump's Trump Super Premium Vodka and Willie Nelson's Old Whiskey River Bourbon. Launched in October 2006, Trump Super Premium Vodka is on track to sell approximately 100,000 cases in its first 12 months, the largest introduction of a new spirit product in the industry's recent history.
Interscope Geffen A&M is a combination of three of the most influential record labels in modern music history and a major force in the global music industry. The label develops chart-topping artists across a wide range of musical genres, including rock, rap, pop and alternative. The deal will provide Drinks Americas with the potential to partner with selected iconic celebrities on Interscope Geffen A&M's roster, including artists such as Eminem, Dr. Dre, Snoop Dogg, 50 Cent, Busta Rhymes, G-Unit, Daddy Yankee, Sheryl Crow, Enrique Iglesias, Chris Cornell, Gwen Stefani and many others.