The Hip-Hop Icon Building A Whiskey Brand For Everyone

A hip-hop icon. A lifelong bond. A shared passion for craft spirits. And a warehouse full of aged whiskey.

When these elements came together, they gave rise to Amber & Opal, a premium honey botanical rye whiskey that’s turning heads in the spirits industry.

Launched in 2024, Amber & Opal was co-founded by Ja Rule, Herb Rice, Sandy Sandiford, and Kelvin Barton. A rye whiskey blended with orange blossom honey and an elegant mix of botanicals, including cinnamon, fig, ginger, and black tea, the spirit was crafted to bridge worlds: approachable for newcomers, yet complex enough to intrigue seasoned whiskey enthusiasts.

At the buzzing Amber & Opal booth during the 2025 Bar Convent Brooklyn trade show in June, Ja, Herb, and Sandy shared insights into the brand’s origin story and the meaning behind its evocative name. They also discuss the intentional, measured way they’re leveraging Ja’s star power and why they are confident that the flavor-forward whiskey has the potential to redefine what modern spirits can be.

Show notes:

0:25: Ja Rule, Herb Rice & Sandy Sandiford, Co-Founders, Amber & Opal – Ray learns how Ja Rule signs checks before the musician and entrepreneur explains why Amber & Opal shouldn’t be labeled a “celebrity brand,” and why the founding team was advised against making a flavored whiskey. Herb talks about how product development was focused on flavor, accessibility and innovation, and how in a tequila-saturated market, it is strategically positioned to stand out. The team also discusses how the package and label design reflects an emphasis on inclusivity and storytelling before sharing a sample of the whiskey with Ray, who offers his take on its taste and potential appeal.

Brands in this episode: Amber & Opal, Jack Daniel’s