Nationwide — Rapper Ja Rule is raising $5 million to $7 million to expand his whiskey brand, Amber & Opal, into new markets. The business, which he launched with three longtime friends, takes a different approach to whiskey by combining traditional ingredients with honey and tea while appealing to a wider range of consumers.
The group launched the brand after initially investing in whiskey barrels with plans to sell them for a profit years later. However, as the founders learned more about the industry, they saw an opportunity to create something different. Herb Rice, Sandy Sandiford, Kelvin Barton, and Ja Rule decided to build their own whiskey company and make the category more welcoming to people of color, women, and those who are curious about whiskey but unfamiliar with it.
Rather than use their existing barrels for the first release, the founders developed a honey botanical whiskey with a distinct mix of ingredients. Amber & Opal combines rye whiskey with orange blossom honey, lapsang souchong tea, black tea, and herbal tea. The drink currently sells online for $69.99. The team plans to save the original barrels for a premium bourbon they could introduce in the future. Ja Rule has also said the company was built entirely with money from its four founders, without outside funding.
Although the brand has the potential to reach more retailers, the founders are taking a measured approach to expansion. Ja Rule believes the whiskey could already be available in 238 stores, but the company currently operates in seven markets, including Maryland and Florida. According to AfroTech, the limited rollout allows the team to stay involved in each market and learn how customers respond before expanding further. Ja Rule described the strategy by saying, “We’re kind of growing the scarcity market for our brand,” Ja Rule said. “Weird for a liquor brand because it should be everywhere, but it’s not.”
The founders previously considered launching the product nationwide, but Rice said expanding into all 50 states at once would be difficult to sustain. Instead, they want to build the business gradually and introduce the whiskey to new customers as the company grows. Ja Rule expects sales to increase as more people discover the product. The team is now seeking $5 million to $7 million to hire additional employees and support its next stage of development, with plans to enter more markets within the next year.
Beyond increasing sales, the founders want to build a company that can remain successful for decades. Rice explained that their long-term ambition is to create a product that people will still recognize and enjoy 50 years from now. The planned fundraising would give Amber & Opal more resources to strengthen its team, reach new customers, and establish a lasting presence in the whiskey industry.