Business
Rick Ross on Partnering With South Beach Brewing Company: A Celebration of Luxury, Hustle & Innovation
Rick Ross is proving once again that he’s far more than a hip-hop legend — he’s a brand builder, visionary entrepreneur, and cultural trendsetter.
Over the weekend, Ross partnered with South Beach Brewing Company to launch an all-new line of THC and CBD-infused sparkling beverages, inspired by Miami’s vibrant lifestyle and Ross’s signature luxury aesthetic.
The exclusive debut took place at the Kimpton Surfcomber Hotel in Miami, where celebrities, influencers, nightlife insiders, and Miami tastemakers gathered to celebrate the new product line in unforgettable style.
A Star-Studded Launch Event in the Heart of Miami
From 4 PM to 9 PM, the Surfcomber transformed into a tropical celebration zone featuring:
- 🔥 Live entertainment & performances
- 🍹 Specialty cocktails incorporating the new flavors
- 👙 A stunning fashion showcase by Vilena.Swim
- 🌴 A curated poolside experience capturing Miami’s luxury energy
The star of the evening was the brewery’s latest innovation: a cannabis-infused sparkling drink made with natural juices, blending wellness, culture, and flavor.
Rick Ross on Partnering With South Beach Brewing Company
Ross explained that teaming up with a Miami-rooted brand was intentional:
“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.”
The partnership reflects the bold Miami energy Ross has always represented. The new line offers fans and consumers a fresh way to experience The Boss lifestyle.
Expanding Beyond Music — The Ross Empire Continues to Grow
This launch is part of Ross’s broader strategy to expand his empire far beyond music.
“It’s important to do other ventures other than music because you never know what’s going to keep the lights on,” Ross said.
“What you doing right now may be worthless next year.”
With this new beverage line, Ross continues to show why he is one of the most influential entrepreneurs in hip-hop: always adapting, always elevating, and always hustling.
A New Way to Experience the Hustle
By merging cannabis culture, Miami luxury, and Ross’s entrepreneurial spirit, the THC/CBD sparkling beverage line represents a bold new chapter in lifestyle branding.
Fans can check out the full recap and highlights from the launch event in the official video released by Baller Alert.