Diageo partners with Pharrell Williams to launch liqueur

Diageo is launching a new liqueur brand targeting women in partnership with hip-hop star Pharrell Williams.

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Qream, a vodka-based cream liqueur, will be aimed at “contemporary women who work hard and want to relax with friends at the end of the day,” says Williams in a statement.

The producer/singer was “instrumental”, Diageo claims, in developing the drink’s design and marketing strategy.

The launch of Qream follows Diageo’s collaboration with Sean Combs on Ciroc Vodka.

Qream will be launched in the US in July with events across the US. There are currently no plans to launch the brand in the UK.

Manchester band Elbow have just unveiled a beer, developed in partnership with Stockport ale brewery Robinsons.

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