While Future is known for his melodic raps about the enticing allure of “Dirty Sprite,” the Atlanta rapper is actually a lover of wine. With each unscrewed cork, he’s noticed something amiss. His life path aligned with beverage industry expert Ryan Ayotte, and together the two formulated Roué: a new line of fine wines and Ready-to-Drink (RTD) cocktails.
“I enjoy wine, but couldn’t find a brand that truly reflected me, something current, innovative, and connected to the culture,” expressed the Grammy-winner in a press statement. “So, I created it. Roué is about bringing diversity into the wine world and showing what’s possible when creativity and culture collide. Roué is for everyone who’s ever felt unseen in spaces like this. Roué is culture, creativity, and authenticity in a bottle”.
Roué
The initial Roué launch includes a 2023 Cabernet Sauvignon and a 2024 Sauvignon Blanc, which feature grapes from Pasa Robles and Lake County, California, respectively. Roué also entered the market with two RTDs, Ruby Passion and Lemon Lust.
“If we just wanted to launch a generic wine bottle with a new label on it, it could take two months to build. But for us, we really start from scratch,” Ayotte explained to VIBE on a Zoom call ahead of the launch.
The two men embarked on a long journey from concept to product to create a wine that speaks to the preferences of today’s consumers, who want quality and style without the intimidating jargon of traditional wine culture.
“We had a whole bunch of ideas and we really landed on how to create a multifaceted, really unique bottle that kind of, when you’re bringing back to what the brand’s vision is and its background, it kind of parallels Future, but multi-dimensional,” adds Ayotte. “He’s so unique in the sense that he’s iconic in his music, but also at home on the streets of Atlanta versus the red carpet at the Met Gala. You can’t pigeonhole him into one thing.”
Roué
The wine bottle is custom-designed with this in mind. In the process, the team reviewed multiple samples, fine-tuning the bottle, the box, and overall packaging of Roué until all parties were satisfied.
“We had a ton of different ideas for what that bottle shape looks like, and Future had his hand in every part of the design process, reviewing samples, reviewing mood boards, reviewing the names,” said Ayotte.
The same intention went into the cocktails, which prioritize quality and taste to offer a premium experience, from the flavors served in glass bottles over cans to the unique flavor profiles. At 8% ABV, the Ruby Passion is described as having a red wine base, enhanced with strawberry, pomegranate, apple, raspberry, and a hint of lemon. Lemon Lust introduces a mix of lemon and orange with a white wine base, creating a bold flavor that is not a “sugar bomb.
Roué
Recommended pairings for the Cabernet Sauvignon include a filet mignon, a wagyu burger, or a charcuterie board. The championed Sauvignon Blanc is best served with seafood or creamy, buttery dishes. As for the cocktails, they make great options for a variety of meals and settings, as designed.
“I think, separately, both of us before even getting to know each other felt like there’s an opportunity to build a brand for sort of a new generation that kind of sets a new standard,” shared Ayotte. “At the end of the day, whether it’s with Future or just doing it on your own, to bring something to the market in such a competitive industry, you really got to have something that’s unique.”
Roué is available in 44 states, including Georgia, Florida, and California, and can be purchased through leading retailers like BevMo, Gopuff, Total Wine, and, of course, drinkroue.com.