He’s known for his hip-hop music, his eclectic movie and TV roles (with two more shows in the works) and even has his own line of boxers, but the latest venture for 50 Cent may be the most fun of all.
The 40-year-old has recently partnered with EFFEN Vodka, which is produced in Holland.
But the vodka isn’t named after what you may think.
Says 50 Cent: “‘Effen’ means ‘smooth’ in Dutch. But I know my audience and I know what they’re gonna do. And they re gonna have fun with that.”
“When I m out and there s nightlife, it’s what I drink,” he tells PEOPLE. “And the way the mixologist creates different drinks with it, people are attracted to it.”
The famous rapper likes what he calls the “Beast”: a mix of the Black Cherry flavor with vanilla simple syrup, white cranberry juice and fresh lemon juice (see recipe below).
Other flavors of the vodka include Original, Cucumber and Dutch Raspberry.
Sports fans can purchase 50’s new favorite – the football edition decorated in faux pigskin.
“So many people are passionate about the sport that they immediately responded to it,” he explains. “I was happy that I made the decision to do it.”
On a recent visit to PEOPLE, 50 Cent told staffers it takes good music, cool guests, and, of course, his vodka to get the best kind of party started.
“Usually celebrities will stay in their barricade of their security while they’re out at clubs,” he explains while mingling at the office. “But I just kind of relax and be myself.”
Besides his new vodka line, he says two new television shows are in the works.
“I have a show on FOX My Friend 50 and a program that I’m working on right now with A&E, 50 Cent Presents,” he says. “I hate to call it a variety show because it’s different than the things that people have seen in the past, but it’s a weekly program that has live sketch comedy and live music. It’s a lot.”
The EFFEN Vodka Beast
INGREDIENTS 1½ parts EFFEN Black Cherry ½part Vanilla Simple Syrup 2 parts White Cranberry Juice ½ part Fresh Lemon Juice
1. Shake and strain all ingredients over fresh ice in a rocks glass.
2. Garnish with brandied cherries.