Curtis Jackson, also known as 50 Cent, is well known for his hip-hop and acting careers, but recently he has decided to branch off into the world of alcohol. After hits like “In Da Club” and acting roles in movies like Get Rich or Die Tryin’ and Righteous Kill, he became part owner of Effen Vodka, an ultra-premium vodka, in 2014.
Made in Holland, Effen Vodka is composed of premium wheat instead of the usual potatoes, grapes, corn, rye or other ingredients that are used to make vodka. In a process referred to as “continuous rectification,” where the liquid circulates within giant stainless stell columns, the vodka is distilled hundreds of times. This is all done at very low temperatures to ensure that there is no bitter, rough alcohol burn. After the vodka is distilled, it is filtered five different times.
“Effen Vodka has been my go-to brand for a while,” says Jackson. “It’s smooth [which is what the word ‘effen’ means in Dutch]; the perfect example of liquid luxury for when I’m in the studio, on tour or in the club.” It’s also quickly making a name for itself in the vodka world. “Effen has doubled in size since I got behind it last year.”
When he was looking for a company to invest in, he saw great promise in spirits, vodka in particular. “I know a big opportunity when I see one, which is why I decided to partner with Effen last year,” Jackson says. “We’re going to show the world why Effen is the next big player in vodka.”
He started his goal of spreading the word of his vodka at Super Bowl weekend in San Francisco. It makes perfect sense that 50 Cent would be involved in Super Bowl 50, and he practically took over the Bay Area. His goal was to get people excited about Effen by doing a few bottle signings and performing music at The Effen Golden Pass Concert & All-Star After Party at the Historic Fox Theater in Oakland.
Although 50 Cent doesn’t play in the NFL, his enthusiasm for the game is obvious. “I just released a limited edition football bottle with Effen Vodka last month in honor of football season.” The bottle is wrapped in a custom textured sleeve; it’s the first in a series of super-premium, limited edition releases coming out from the brand. “This bottle will raise the game for your football party.”
When asked how the worlds of alcohol and hip-hop intermingle, Jackson summed it up in few words. “There’s nothing like bottle service in the club,” he says.
In addition to Effen Vodka, he’s also a partner in FRIGO by RevolutionWear, a line of luxury undergarments for men, and he also founded SMS Audio. “I just released my latest mix tape ‘The Kanan Tape’ named after my character on the Starz hit show Power, where I also serve as an executive producer and am currently filming the third season.” He will also be executive producing and appearing on the new FOX Comedy My Friend 50.
Even with all of his other work, he’s still heavily involved in the vodka brand. “It’s been a big year since I got behind Effen, and we’re just getting started,” Jackson says. “Expect more from us soon.”
Effen is known for its smooth, clean and crisp flavor – straight or in a cocktail. “I like it in what I call The EFFEN Beast,” says 50 Cent.
The EFFEN Beast
1 ½ parts EFFEN® Black Cherry Vodka
½ part Vanilla Simple Syrup
2 parts White Cranberry Juice
½ part Fresh Lemon Juice
Directions: Shake and strain all ingredients over fresh ice in a rocks glass.
Garnish with brandied cherries.