The Virginia native launched Qream, his line of flavored cream liqueurs, at a private residence in Beverly Hills, Calif. Thursday (July 14) night.
"I was given the opportunity," Williams told the BoomBox of why he chose to get into the liquor industry. "At first I was like, 'I don't know, I'm not much of a drinker,' but then I was like, 'Let me look at the market and see what's out there.' The hole that I saw was that the women were being ignored. The one thing that I wanted to bring back to the women in terms of the marketing is the idea of indulgence. If you look at the like chocolate during the recession it was resilient, it survived. So for me I just thought 'I want to design a drink that women are completely comfortable with.'"
A partnership between Williams and spirits giant Diageo, the beverage comes in strawberry cream and peach cream flavors and retails for $29.99 per bottle. In planning every aspect of the product from packaging to the name, the Grammy winner wanted to make sure that his female friendly theme was understood.
"[The name is] inspired by the fact that it's a cream liqueur but also the 'Q' is for queen. It's a thinner consistency than other cream liqueurs. If you drink it ,you don't feel chalky and you don't feel like you gained 10 pounds. You don't have to drink it and think to yourself, 'OK, in the morning I'm going to have to sacrifice and do another hour on the treadmill.' It's less calories than a glass of wine."
Even with a plate full of new business ventures, the N.E.R.D. frontman has no plans of neglecting the music, revealing that he has been producing tracks for "everybody," of which the public will hear in the coming months. Singer Robin Thicke provided the night's entertainment, gracing the stage to perform several of his hits including 'Magic Touch' and 'Lost Without You.'