Singer-songwriter Jason Derulo partners with Durham distillery
Posted January 14, 2021 5:25 p.m. EST
Updated January 14, 2021 6:24 p.m. EST
Durham, N.C. — An alcohol product made in Durham has gained the attention of an international superstar.
Singer-songwriter Jason Derulo will bring the energy and creativity that made him a TikTok sensation to help promote Bedlam Vodka, crafted by Graybeard Distillery.
“Whenever you’re doing something that you love, people can see that and get that same joy that you’re giving,” said Derulo.
He chose Bedlam Vodka because of its distinct and unique taste.
“It wasn’t until I tasted it that I was like, 'Whoa! This is crazy. This is different. I love it,'” he said.
The relationship between Derulo and Bedlam Vodka began in 2017. As the distillery pushes a homegrown product in a time of pandemic, the new partnership has been a boon.
“When COVID hit, 60 to 70% of our revenue was gone because restaurants closed,” said Brandon Evans, Bedlam Vodka’s CEO.
“Trying to figure out a way to keep the lights on – like every other business in the United States – was challenging, very challenging,” he said.
Evans said Derulo fits perfectly with their motto and latest digital campaign: ‘Live Rebelliously.’
He will use his current platform to highlight the product while encouraging everyone to step out of their comfort zones.
“I think people want to see positivity. There’s so much negative going on right now, and I think that’s part of why people are drawn to Jason,” said Evans.