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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

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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. 

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 Last year saw the introduction of Sluricane, E-40's premixed version of a Hurricane, the famous New Orleans cocktail. 
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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.

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Jessie Schiewe

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