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Sazerac and American rapper Quavious Keyate Marshall, known as Quavo, has announced the launch of a new white cognac brand, White X Cognac. According to the company, White X is set to become the first and only white cognac available in the US. White X offers rich flavours with a "fresh and light nose", a hint of sweetness and intense notes of white and yellow peaches, vanilla and dried rose petals. The palate features gentle white stone fruit, creamy vanilla and a subtle hint of tannin without bitterness. The finish is smooth and "extremely long for a younger cognac," said Sazerac. Global cognac brand director at Sazerac, Jess Scheerhorn, commented: "White X challenges the traditional cognac category with its fresh and light taste – it's a total departure from many pre-conceived perceptions about cognac overall. Quavo's electrifying style and willingness to break down barriers makes him the perfect fit to help us debut this brand." White X will be available from early next month, with takeovers in Atlanta, US, and other cities, starting with exclusive sales at BlockBar. The product will also be sold at local retail stores, and will lead to nationwide availability in all markets from June 2024.