Rick Ross is showing once again that he’s not just a rapper—he’s a brand. Over the weekend, he partnered with South Beach Brewing Company to launch their new THC and CBD-infused sparkling beverage line, hosting an exclusive launch party at the Kimpton Surfcomber Hotel in Miami.
From 4 PM to 9 PM, Miami’s trendsetters, nightlife insiders, and influencers gathered for a poolside celebration full of live entertainment, specialty cocktails, and a vibrant fashion show by Vilena.Swim.
The event spotlighted the brewery’s latest innovation—a cannabis-infused sparkling drink crafted with natural juices.
“It was important to collab with a company like this because it was all about Miami, it was local, it was small, it was exciting,” Ross said. “Not only that—it tastes the best. I just had a vision, and now it’s time for the world to get up on it.”
This move is part of Ross’ broader strategy to expand beyond music.
“It’s important to do other ventures other than music because you never know what’s going to keep the lights on,” he explained. “What you doing right now may be worthless next year.”
The partnership is a perfect fit. South Beach Brewing Company reflects the same bold, vibrant, Miami-centered energy that Ross has always championed. And with this new launch, he’s offering fans and consumers a new way to experience the hustle.
