Get SF Weekly Newsletters

Thursday, January 21, 2016

Cop E-40's New Line of Malt Liquors, Called, Appropriately Enough, E40

Posted By on Thu, Jan 21, 2016 at 9:47 AM

click to enlarge resize.jpg

E-40's latest drink, a honey-colored malt liquor, hit stores yesterday. E40, as the beer is called, is hardly the 48 year-old's first endeavor in the beverage selling world. He released the now-defunct 40 Water a few years back, as well as the more-successful Earl Stevens Selections wine line in 2013, which includes a red blend and two types of Moscato. 

click to enlarge e40-line-up_e.jpg
 Last year saw the introduction of Sluricane, E-40's premixed version of a Hurricane, the famous New Orleans cocktail. 
click to enlarge 7556889_g.jpg

E-40 started selling his booze solely online, but eventually, the demand grew so big that he partnered with distributors. Today, his products are sold everywhere from liquor stores to Safeway, Costco, and BevMo. 

But, E-40's newest drink, which comes in 24-ounce cans and 40-ounce bottles, is perhaps the most appropriate beverage for the rapper to be selling. Why? Because he earned his rap name while drinking 40-ounce beers on the 1300 block of Magazine Street in Vallejo's Hillside neighborhood. In a way, the new drink is a tribute to both the rapper's roots and the city that he is from. 

Somehow, in between releasing music (his most recent drop was November's Poverty and Prosperity) and marketing his lines of drinks, E-40 plans to add a slew of new flavors to both the Sluricane line and E40 line. Expect a tropical flavor called Sluricane Yellow Bird, as well as lines of IPA, a flavored malt liquor beverage, vodka, and Tequila.

E40 beer is in stores starting Wednesday, Jan. 21. 24-oz. cans are $1.99-$2.59 and 40-oz. bottles are $3.99-$4.99.

  • Pin It

Tags: , , , , , ,

About The Author

Jessie Schiewe


Comments are closed.

Popular Stories

  1. Most Popular Stories
  2. Stories You Missed

Like us on Facebook


  • clipping at Brava Theater Sept. 11
    Sub Pop recording artists 'clipping.' brought their brand of noise-driven experimental hip hop to the closing night of 2016's San Francisco Electronic Music Fest this past Sunday. The packed Brava Theater hosted an initially seated crowd that ended the night jumping and dancing against the front of the stage. The trio performed a set focused on their recently released Sci-Fi Horror concept album, 'Splendor & Misery', then delved into their dancier and more aggressive back catalogue, and recent single 'Wriggle'. Opening performances included local experimental electronic duo 'Tujurikkuja' and computer music artist 'Madalyn Merkey.'"