"It's unlike anything else in the marketplace," the rapper told PEOPLE
G-Eazy is making history, but this time, it’s not in the music industry.
The rapper, 29, and Stillhouse Spirits Co. teamed up to launch the brand’s new Stillhouse Classic Vodka, the first vodka in a stainless steel can, PEOPLE can reveal exclusively.
The company, which welcomed G-Eazy as investing partner and co-creative director in 2017, first made its mark with their clear whiskey portfolio encased in their signature daring red, portable stainless steel cans in 2016. Now, G-Eazy, along with founder and CEO, Brad Beckerman, felt like it was the “right time” to make the transition towards vodka.
“When we set out with a vision and having this one of a kind stainless steel can, it was clear to us that we wanted to start out in whiskey,” Beckerman told PEOPLE. “Candidly we got such an incredible reception to our whiskey portfolio, it just felt like the right time.”
In a crowded marketplace like the spirits industry, the partners knew they had to be “bold” in order to make it work with vodka.
“You know, you look at the can and it’s unlike anything else in the marketplace,” the rapper told PEOPLE. “Inherently our whole entire identity is different from anything else on the marketplace from square one.”
While originating with whiskey and now taking on vodka, Stillhouse Spirits Co. also introduced their bourbon in 2018 called Stillhouse Black Bourbon.
The “Me, Myself, and I” singer, who considers himself an “occasional” vodka drinker, used his diversity in music to his advantage when helping expand Stillhouse Spirits.
“As a musician, you know I don’t make one style of song over and over and over again. I think as a brand, and expanding that, it’s an aggressive expansion. But we just wanted to be able to offer our can to more people.”
The new Stillhouse Classic Vodka is bottled in a white version of the brand’s can. “It’s unbreakable, so that means it goes where glass can’t: everywhere,” said Beckerman.
What’s inside is a vodka that’s all-natural, gluten-free and is distilled from 100 percent estate grown corn and limestone water before being filtered through sugar maple charcoal. The 750mL cans are currently available for pre-order for $29.00 each, and will hit shelves nationwide by April 1.
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While the company has found significant success, G-Eazy found himself with his hands full regarding the workload that came with it.
“I mean, it’s a lot of work, and you’re introducing something to somebody that doesn’t look like anything else,” he said. “It’s just really getting the word out there about this brand new product that is unlike anything else in the marketplace.”
The rapper, who is also fully involved in the tasting process, added that despite people’s initial reservations, he remained confident in the product from day one: “They are going to think of every reason why this won’t work because it’s not traditional or it’s going against the grain,” he said. “But when you believe in something strong enough…it’s like well, no, but trust me, this will work, just have faith.”