Jay Z launches new drink venture

Hip-hop mogul JAY Z is expanding his beverage business with the launch of a new non-alcoholic drink.

The Empire State of Mind hitmaker has teamed up with former Def Jam Recordings executive Kevin Liles and his new firm Go N'Syde for the release of 40/40 - the name of the superstar's chain of sports lounges.

The iced tea and lemonade concoction has been described as an "Arnold Palmer-esque drink", referring to the thirst-quencher dedicated to the legendary golfer, and it is being marketed at "sports-loving males".

The 40/40 drink is the second big-name collaboration for Go N'Syde bosses following the recent release of Mariah Carey's Butterfly beverage.

The bottles for both drinks feature barcodes which, when scanned using a special smartphone app, unlocks exclusive content from the musician.

Explaining the new venture, Liles tells Forbes.com, "We have great tasting beverages, but the second part of it is providing a new network for the brands or icons to communicate with their fans. I call it disrupting the consumer packaged goods industry by having your products actually talk to you."

Jay Z has also previously invested in Armadale Vodka and high end Champagne brand Armand de Brignac, aka Ace of Spades. He is also a spokesperson for D'Usse Cognac.

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