The drink, called Qream, is being launched in conjunction with drinks giant Diageo. As well as developing the cream liqueur’s flavour, the producer is said to be designing the bottle, along with having a hand in marketing and advertising.
He told Allhiphop:
Qream was created for contemporary women who work hard and want to relax with friends at the end of the day. I want them to reward themselves deliciously. Women make up half the population and Qream is about celebrating that power. To work with Diageo in bringing something original like Qream and the notion of delicious living to market has been a thrill.
The drink is set to come in two flavours; Strawberry Qream and Peach Qream. Diageo’s Director of Liqueurs Marketing, Anna MacDonald said: “Williams‘ ability to interpret and deliver memorable experiences has the potential to allow Qream to become synonymous with women celebrating life with style, class and quality.”
The news comes after Elbow announced that they are currently brewing their own real ale.