On Sipping Whiskey Neat with GEazy, Rap's Budding Spirits Guru

publish date: 2017-07-25
source: billboard

Every July, New Orleans plays home to some of the biggest names in the liquor industry during Tales of the Cocktail: a week-long gathering of seminars, tastings, parties, and musical performances that draw brands, bartenders, and media from all across the globe. This year alone, Snoop Dogg, Grandmaster Flash, Dan the Automator, and Major Lazer’s Walshy Fire graced the stages throughout the booze-fueled festival, fusing the B.g.Easy’s roots in music and cocktail culture together in a perfect collision of the two worlds -- something that honorary NOLA native and budding spirits guru G-Eazy is no stranger to.
After being named Partner and Co-Creative Director of LA-based clear corn whiskey brand Stillhouse earlier this year, bridging that gap is exactly what Gillum’s focus has been, and Tales seemed as fitting a time as any for a performance back on his old college-era stomping grounds.
At Republic NOLA, the very venue where Gillum first performed at the inception of his stardom, the color scheme is deep red, with Stillhouse bottles on every bar and at every turn. A jazz band opened in front of VIP guests before the main show with general admission buzzing outside the front doors. G sat sprawled in a barber shop chair for a photo opp upstairs above the action. Spiked milkshakes in Solo cups floated around atop trays in the background and fans began to pour in, bringing the thick New Orleans air with them; in the minutes before he was due onstage and in between sips of whiskey, Style caught up with the rapper to chat cocktails, The Beautiful & Damned, and his vision for the Stillhouse brand.