Fat Joe Launches Sonrisa Rum with Star-Studded Celebration and Surprise Performance in Miami

Hip-hop icon Fat Joe is making bold moves in the spirits industry with the official launch of his new premium liqueur, Sonrisa Rum. The legendary Bronx rapper celebrated the milestone with an unforgettable event at the Bleau Bar at Fontainebleau Miami Beach, turning the night into a fusion of luxury, music, and culture.

As a proud partner in the brand, Fat Joe treated guests to signature Sonrisa cocktails and surprised fans with impromptu live performances of his chart-topping hits, “What’s Luv?” and “All The Way Up.”

Taking to Instagram, the Sonrisa Rum brand shared highlights from the event, captioning:
“Still thinking about the unforgettable time we had last week at the Bleau Bar in @fontainebleaumiamibeach with @fatjoe during Race Week. Pouring up drinks and ending the night with a surprise performance—good vibes all around. Three new Sonrisa Cocktails are now on the menu at Bleau Bar, and you’ve got to try them.”

But Sonrisa Rum is more than just a premium beverage. Through its foundation, FPR FPR (From Puerto Rico, For Puerto Rico), the brand pledges a portion of every sale to support small businesses on the island still reeling from the impact of Hurricane Maria and the COVID-19 pandemic. For Fat Joe, the brand represents a heartfelt mission rooted in culture, community, and giving back to his Puerto Rican heritage.

Beyond the liqueur launch, Fat Joe also debuted a new podcast titled “Joe and Jada,” co-hosted with fellow rap veteran Jadakiss. During a recent episode, Joe weighed in on Kendrick Lamar’s recent dominance, especially in his hometown of Los Angeles.

“I was there last week. I’ve never seen anything like it. Every single song — ‘Turn his TV off…’ What?” Joe exclaimed. “It’s a fact. Kendrick Lamar gets played nine out of every 10 songs in L.A. right now. Not even Snoop Dogg, not even Tupac Shakur — nobody from L.A. has dominated the paint like this guy.”

He added,

“If you’re from L.A., you probably think there’s only one guy on Earth — Kendrick Lamar. I’m just keeping it a buck with you.”

With a thriving spirits venture and a dynamic new podcast, Fat Joe continues to expand his legacy—this time, one pour and one powerful conversation at a time.