Dr. Dre Markets New Line Of Beverages

Hip-Hop icon Dr. Dre has partnered with Drinks Americas Holdings, Ltd to develop and market his own line of premium alcoholic and non-alcoholic beverages. This partnership has Dre linking directly with the beverage company in an equal arrangement to share the responsibilities of developing and marketing products. This deal also follows under a previous agreement made between Drinks Americas and Interscope/ Geffen/A&M Records.

Dre's drink products will join the ranks of other Drinks America partners including Donald Trump's award winning Trump Super Premium Vodka, Willie Nelson's Old Whiskey River Bourbon and Paul Newman's Lightly Sparkling Fruit Juice Drinks and Flavored Waters.

"I'm always down for a new challenge," Dre told CNN. When Drinks Americas approached me about going into business with them, I knew there was a lot of competition out there but it was the same way when I started doing music. I'm going to put the best product out there, because that's what I do."

On his partnering with , president & chief executive officer of Drinks Americas, J. Patrick Kenny, said "We are thrilled to be working with Dr. Dre, a true icon, as an owner and our partner in brands that will reflect his tastes and personality. Unlike hiring a celebrity to help grow an existing brand, Dr. Dre is an equity owner of the brands and will be involved as our partner at every stage of the process."

Kenny went on to add, "We expect Dre's foray into the beverage business to rival the magnitude of his success in the music business."

Dre and Drinks Americas currently have plans to develop cognac and sparkling vodka beverages and hope in the future to enter into the premium tequila category.

In related news, Dr. Dre has partnered with Monster to release a new innovative line of headphones and signed multiyear feature producing deal with New Line Cinema for his newly formed film company, Crucial Films.