Pitbull Lands Equity Stake In Voli Vodka
Pitbull is making major moves in the spirits business with a new majority equity stake in Voli, a new liquor brand billed as the world's first line of low calorie vodkas.
Pitbull now has equity in the Voli brand, in addition to acting as the official spokesperson and ambassador for the Voli line, which is produced in Cognac, France.
Voli hopes to take advantage of Pitbull's popularity, as the Latin rapper has over five million Facebook fans, 400 million YouTube views, putting him in the pantheon of such artists as Lady Gaga, Eminem and Justin Bieber.
“I am extremely excited to be partnering with Voli light vodkas and to hold a significant ownership position in this great brand,” Pitbull told AHH in a statement. "I knew this was great vodka when I overheard some ladies talking about it while they were drinking. I asked them about it and they told me it was some of the smoothest, most delicious vodka they’d ever had, plus it was low calorie vodka. That’s when I tried it and fell in love. Next thing you know, we are business partners! I am excited to watch this brand explode and to be a central part of its success.”
According to Voli's CEO, the vodka is available in most major markets in the United States and will be available nationwide by the Fall of 2011.
“We are thrilled to welcome Armando [Pitbull] into the Voli family as our partner,” said Voli CEO Adam Kamenstein. “No artist brings more energy, talent and creativity to everything he does. Both the Pitbull and Voli brands are exploding, so now is the perfect time to join forces."