We tasted Fedez and Laza’s new drink Boem

Just a few months ago, in his cover interview with GQ, Dear Gué wondered why the big beverage brands didn’t see the world of Italian rap as a natural outlet for various partnerships and collaborations. Cut, fast forward about 90 days. We’re in Milan, via Fiori Chiari in Vesta, one of Brera’s new meeting points that counts and explodes: from the stools of a private room with blue atmospheric light shame And Fedez Offer them a new drink. Desired by him, conceived by him, promoted by him, as part of a project in which he is investor and active protagonist alongside entrepreneurs Massimo Bennetello, Camillo Bernabéi and Leonardo Maria del Vecchio. If the drinks market doesn’t go to rappers, rappers make their own drinks, one might remark: In a world where differentiate income It seems to have become the golden rule for any celeb with at least a little bit of economic foresight (and Fedez knows something about it), creating a new drink that’s too easy to consume given the summer, two associates Seems like the perfect investment opportunity for a total Instagram count of 16 million followers. And about 7 on Tiktok.

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thus it was born bohemian, a vaguely alcoholic and low-calorie canned hard seltzer, has every appearance of being the first piece of a much more complex and articulated collab project. What is the meaning of name? “At the moment we prefer not to interpret it, we have yet to agree whether to pronounce it with an accent on o or e,” comments Fedez, referring to the matter in chapters 2 and 1. Considering 3. Maybe a special installment of his docuseries on Prime Video. Or maybe a dedicated feat. With shame, who directly answers the question with “no comment, I don’t want to spoil anything”. Well then, something is cooking.

How is Boem, Fedez and Laza’s hard seltzer

Before moving on to Boehm’s analysis of all the socio-cultural-organoleptic variations, it is good to take a step back and remember roughly what it means to hard seltzer, This type of drink — which can be formulated as a lightly alcoholic, lightly carbonated and lightly flavored soda — made its debut in the States a decade ago. Starting out commercially and achieving huge success in recent years with celebs of the caliber of Travis Scott and Gordon Ramsay who have taken the opportunity to launch their own versions on the market. Ramsay, for the record, was brilliantly nominated. Helles SeltzerBut that’s another story. In Italy, in any case, the hard seltzer sector is still in its infancy: very few players, little awareness of the product, an aperitif or after-dinner user still to be convinced. And it is here, in this potentially no-man’s land, that Boehm is cast with his can. Bold writing, a logo in primary colors or one that mimics a can, or maybe a ball, a sun, a meteorite, maybe all at the same time. sale

– In any case – it’s just around the corner, and you can feel it loud and clear.

In glass, then, it is fairly transparent, a water, or rather a type of soda. Lazza recommends drinking it with ice and lime juice, and we don’t feel like contradicting him. So how does this happen? Slightly alcoholic soda, first of all, at 4.5% alcohol by volume and radically low in calories, for a total of 91 kcal in a 33 cl can. On the palate it is fresh, very fresh, with a clear hint of ginger that is characteristic of everything else. A type of alcoholic ginger beer some might dare, but less spicy, less aggressive in the throat, with the addition of other top secret flavors and therefore transformed into a very easy drink.

When does the drink come out and where to buy it

At first glance, us Millennials’ minds fly to disco nights with high school classmates based on mash-ups between Toni Braxton and Linkin Park, at the height of 90/Y2K nostalgia: in hand, a bottle of Bacardi Breezer , or indelible memories of adolescence marked by Smirnoff Ice, ready-to-drinks. “The differences, however, are many”, explains Massimo Benetello. «In this case we are dealing with a product that was not created to emulate an existing cocktail in a low alcohol version. When we developed Boem, we wanted to come up with something new, something that has its own flavor». In addition to the question of certain calories, another aspect should not be underestimated, which completes the cycle of a consumption that basically wants to be responsible and reckless at the same time. Fits perfectly.

«We started with this first version with ginger, which we like very much, but we are already thinking of other variations», say Fedez and Laza, looking to the near future. Something fruity, perhaps citrus, may already be under consideration. Meanwhile, the launch of Boem on the market is scheduled for approximately mid-June: before going into mass distribution, it will be available in bars and exclusively online on the Bernabei.it portal, which should cost around 2 euros. and 20 a can.