Flo Rida is opening a vodka distillery near Miami

Tramar Lacel Dillard, known professionally as Flo Rida, has become the latest rapper to break into the drinks business, and is working with a Florida-based drinks firm to build a vodka distillery in Fort Lauderdale.

The Miami artist has partnered with local spirits group Victor George Spirits to develop the  Old Sistrunk Distillery, a food and drink complex scheduled to open in late 2020 or early 2021 in Fort Lauderdale.

Flo Rida, known for his hit singles Right Round, Club Can’t Handle Me, Good Feeling, and Wild Ones, will also serve as the distillery’s brand ambassador, teaming up with spirits entrepreneur Victor Harvey on the new project.

It’s pretty clear he has a Good Feeling about the 13,000sqft development. He told the Miami Herald he is “super excited to join the VG Family as an equity owner and brand ambassador.”

“I have known Mr. Harvey for years and I’ve seen his grind, hard work and enthusiasm in building his brand.”

All-natural VG Vodka is described as “a clean, smooth, gluten-free” and promises “no hangovers, headaches or burn,” according to a statement on the brand’s website.

“I am very excited to begin the next stages for the Victor George brand,” said CEO Victor G. Harvey, Sr. “Over the next few weeks, we will accelerate our proven business strategy to increase awareness and sales in our key markets,” he said, “and anticipate making significant announcements regarding growth opportunities including marketing initiatives and celebrity partnerships and distribution deals, including international sales.”

Flo Rida has joined a small circle of Zillionaire rappers who are working with spirits brands to add to their fortunes. Having already been a regular brand ambassador for Cîroc vodka for some years, Sean “Diddy” Combs advanced further into the spirits market by acquiring premium Tequila brand DeLeón in a joint venture with Diageo in 2014.

US rap star Bow Wow, whose real name is Shad Moss, celebrated his 28th birthday in 2015 with the launch of his NDI Vodka brand.

Earl Stevens, also known as E-40, unveiled E. Cuarenta Tequila in February 2018, explaining that the name means ‘E-40’ in Spanish. Pitbull, Ludacris, and Drake have also launched their own brands in recent years.

Some companies, like the US-based Sovereign Brands, thrive on their partnerships with stars in the world of hip-hop. Its rum brand Bumbu launched a series of short films starring some of the world’s best-known rappers in 2018 to, starring the likes of DJ Khaled and Lil Wayne.

Sovereign Brands, which also owns Belaire sparkling wine, regularly works with musicians such as Khaled, Jay Z and Steve Aioki on marketing campaigns.