Hustle Mindset

Exclusive: How E-40 Went From Rapper To What He Calls ‘The Epitome Of Black-Owned Business’ By Investing In Himself


E-40 received his first order from his hometown of Vallejo, CA. He went from selling single bottles and cases to filling up a truckload with over 600 cases. With sales and consumer interests climbing, E-40 recognized he would become a disrupter in the space. Now, nearly ten years later, he has continued to strengthen his brand by launching new product offerings, including the “cali-mocho” red wine and cola, prosecco rose, and sparkling wines in flavors of blueberry, strawberry, and orangesicle, among others.

Courtesy of E-40

Just last year, E-40 also secured a multi-state distribution agreement with Southern Glazer’s Wine & Spirits. Now, his spirit brand can be found across 41 U.S. states.

“Rome wasn’t built in a day. The proof is in the juice,” E-40 said. “And I’m nine years into this and I’m thankful it’s been successful. It’s been lucrative. It’s an arena that fits me. I always tell people — same hustle, different product. It’s the same hustle as my independent career with rap. I was one of the first independent CEOs/rappers that invested in himself and took it to other heights. So, I’m very grateful.”

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