Fat Joe Celebrates The Launch Of Sonrisa Rum

Fat Joe is looking to make waves in the liqueur industry.

The legendary rapper recently celebrated the official launch of his new spirit, Sonrisa Rum.

As a proud partner in the brand, Joe hosted an unforgettable night at Bleau Bar at Fontainebleau Miami Beach.

Along with being served signature cocktails from Joe, he gave a surprise performance of two of his classic songs, “What’s Luv?” and “All The Way Up.”

Taking to Instagram, the brand shared its excitement about partnering with Joe.

“Still thinking about the unforgettable time we had last week at the Bleau Bar in @fontainebleaumiamibeach with @fatjoe during Race Week. Pouring up drinks and ending the night with a surprise performance—good vibes all around,” the post read. “Three new Sonrisa Cocktails are now on the menu at Bleau Bar, and you’ve got to try them.”

Aiming to be more than a premium spirit,  through its foundation, FPR FPR (From Puerto Rico, For Puerto Rico), Sonrisa Rum gives “a portion of every sale supports small businesses on the island still recovering from the devastating effects of Hurricane Maria and the COVID-19 pandemic. For Fat Joe, Sonrisa is a personal commitment to community, culture, and giving back to Puerto Rico.”

Along with his new liqueur venture, Joe also premiered the episode of his new podcast Joe and Jada, which he co-hosts with fellow rap legend Jadakiss.

During the episode, Joe shared his thoughts on Kendrick’s unprecedented run of success over the last year, noting that no other West rapper has gotten more radio spins than K-Dot.

“I was there last week. I’ve never seen nothing like that: Every single song, ‘Turn his TV off…’ What?” he continued. “It’s a fact. Kendrick Lamar gets played nine out of every 10 songs in L.A. right now. Not even Snoop Dogg, not even Tupac Shakur — nobody from L.A. has dominated the paint like this guy… If you’re from L.A., you probably think there’s only one guy on Earth, Kendrick Lamar. I’m just keeping it a buck with you,” Joe said.