From 'Mask Off' to Merlot: Future Unveils Roué, His New Wine and Cocktail Line

Grammy-winning artist and entrepreneur Future unveils Roué, a fine-wine and cocktail label inspired by his artistry and cultural influence. (Photo by Virgile Guinard / Courtesy of Roué)

Future has never been afraid to rewrite the rules — not in trap music, fashion, or now, the wine aisle.

The Grammy-winning rapper and entrepreneur, born Nayvadius Wilburn, has unveiled Roué, a new line of fine wines and ready-to-drink cocktails that fuses creativity, culture, and craftsmanship into a single pour.

The move feels on brand for an artist who’s turned every era of his career into a reinvention — from his early "Dirty Sprite" mixtape run to his Grammy win for “King’s Dead” and chart-topping dominance with “Mask Off” and “Life Is Good.” Now, he’s setting his sights on the beverage world with the same blend of precision and ambition that made him one of hip-hop’s most influential figures.

“I enjoy wine, but couldn’t find a brand that truly reflected me — something current, innovative and connected to the culture,” Future said in a statement. “So, I created it. Roué is about bringing diversity into the wine world and showing what’s possible when creativity and culture collide.”

Roué launches with two premium wines — a 2023 Cabernet Sauvignon made from 100 percent organic grapes in Paso Robles, California, and a 2024 Sauvignon Blanc from Lake County — alongside two ready-to-drink cocktails: Ruby Passion and Lemon Lust. Each bottle arrives in custom multifaceted packaging, a visual nod to Future’s own evolution from mixtape trailblazer to global tastemaker.

The wines are rooted in sustainability as much as style according to the brand. Roué’s California growers use eco-friendly methods and high-altitude harvests to emphasize texture, aroma, and a clean, fruit-forward finish. For the cocktails, Future’s team blends premium wine with real fruit essences and natural juices, bottled in embossed glass rather than the standard aluminum can — another quiet rejection of convention.

Co-founded with beverage industry veteran Ryan Ayotte, Roué partners with Southern Glazer’s Wine & Spirits and Georgia Crown Distributing Co., giving it instant reach in both national and local markets. It will launch first in Georgia, Florida and California through major retailers such as BevMo, GoPuff and Total Wine, and will be available for direct purchase in 44 states via drinkroue.com. The suggested retail prices: $29.99 for the wines and $14.99 for a four-pack of cocktails.

“Roué represents a commitment to quality and a contemporary approach to how wine and ready-to-drink beverages are perceived and enjoyed,” Ayotte said. “It’s for the dreamers, the disruptors, and the trailblazers who refuse to be defined by convention.”

From the trap house to the tasting room, Future has built a career on making audacious moves look effortless. But Roué isn’t just a flex — it’s a statement of intent. The design mirrors his shape-shifting artistry, the product reflects his pursuit of perfection and the mission folds his cultural DNA into an industry that rarely makes room for it.