Hip Hop Legend Ja Rule along with co-founders - Herb Rice, Kelvin Barton, and Sandy Sandiford started Amber and Opal, a premium honey botanical whiskey.

Whiskey has a kind of magic that goes beyond its golden hue or intricate flavors. It’s more than a drink—it’s a spark, a connection, a shared moment that brings people together. For hip-hop legend and entrepreneur Ja Rule and partner Herb Rice, whiskey wasn’t just a passion—it was an opportunity to rewrite the rules. They set out to break barriers, take bold risks, and create something meaningful, daring, and unapologetically inclusive.

The result? Amber & Opal , a premium honey botanical whiskey that’s anything but ordinary. This isn’t just another bottle or celebrity brand —it’s a statement. For Ja Rule (aka Jeffrey Atkins), whose voice defined an era, stepping into the world of spirits might feel like a surprising move. But for him and Herb, this was never just about whiskey—it was about telling a story.

Amber and Opal is a premium honey botanical whiskey founded in Baltimore, MD.

Amber & Opal started as a simple investment in whiskey barrels, driven by finance, not flavor. But as they dove deeper into the craft, whiskey became their canvas for a bold vision. With co-founders Kelvin Barton and Sandy Sandiford, this dream team transformed an idea into something real—authentic, unforgettable, and entirely their own.

Amber & Opal’s story is about more than what’s inside the bottle—it’s a movement. For Ja Rule and Herb Rice, inclusivity and diversity aren’t just buzzwords; they’re the soul of the brand. Drawing inspiration from the boundary-breaking spirit of 1980s fashion icon United Colors of Benetton, Amber & Opal is all about connection—a delicious meeting place for people from every walk of life.

Join me for an unforgettable Q&A as we explore the creative magic behind Amber & Opal and the brand’s expansion into the United States. Expect plenty of laughs as they playfully tease me about my age (rude, but fair), watch Ja coin a new signature drink—the "Whiskquito," and get an exclusive preview of what fans can look forward to when Ja Rule hits the road again in 2025. Trust me, it’s every bit as entertaining as it sounds—don’t miss it!

NB: What inspired you two to come together and create Amber and Opal?

JA: We've known each other for a really long time—our connection actually started through our wives, who’ve been close friends since childhood. So, in a way, we’re “sandbox homies” too.

HR: Yeah, we first met back in 1999—so it’s been about 25 years now. The initial inspiration for Amber and Opal began as a sort of social experiment. We started out by investing in whiskey, viewing it as a platform to purchase barrels, hold onto them, and sell them years later for a profit. But along the way, we gained a deeper understanding of the whiskey business, and that’s when the idea really took shape.

We saw an opportunity to do something different—to bring culture and new energy into the whiskey space. That’s how Amber and Opal Whiskey was born. We wanted to make whiskey more inclusive by engaging communities that are often underrepresented—people of color, women, and what we like to call the “whiskey curious.” It’s about making whiskey more approachable for everyone.

JA: Our venture is entirely bootstrapped, founded by a team of four—myself, Herb Rice, Kelvin Barton, and Sandy Sandiford.

NB: I’m curious—what’s the significance behind the name Amber & Opal?

HR: Ja and I are both in our late 40s, so we grew up in New York City during the mid-to-late ’80s, a time when a brand called United Colors of Benetton was incredibly popular. Are you familiar with it?

NB: Yes—I’m just a little younger than you. I just turned 44.

HR: Oh, you’re right there with us then.

JA: [Laughing] Yeah, you’re in the pocket. Don’t try to back out now.

NB: [Stammering] I’m not in my late 40s yet. Forty-four is mid-40s, right? I’ve got three more years before I cross that line!

JA: [Yelling] HE’S WITH US!

[Everyone laughs and regroups.]

HR: So, back in the mid-to-late ’80s, United Colors of Benetton wasn’t just a cool fashion brand—it was bold, vibrant, and way ahead of its time in terms of messaging. “United Colors” was a metaphor for a lot more than just the bright, bold hues they showcased. It was about the people wearing their clothes. The brand was inclusive and celebrated diversity, creating something that truly felt like it was for everyone. It was one of my favorite brands growing up.

When we were brainstorming ideas for Amber & Opal, I thought it would be amazing to channel that same energy Benetton had and bring it into the whiskey space.

Fast forward to the name—opal is a precious gemstone that comes in a wide variety of colors, which perfectly symbolizes the community we want to build. Opals exist in black, brown, white, and countless other shades, embodying the spectrum of people we want to enjoy Amber & Opal. The name represents inclusion, diversity, and connection.

As for “amber,” that reflects the beautiful color of the whiskey itself. [Herb gestures to the camera.] You can see the bottle on Ja’s desk there. Our whiskey is made with rye, orange blossom honey, lapsang souchong, black tea, and herbal tea. Together, these ingredients create a rich amber hue that’s quite unique in the rye whiskey world.

We wanted our whiskey to stand out, both in substance and style, and bring that same bold energy to the beverage industry.

Amber and Opal was founded by Jeffrey Atkins (Ja Rule) Kelvin Barton, Herb Rice, and Sandy Sandiford in Baltimore.

NB: I love the color and the meaning behind the name. Could you walk me through the flavor profile?

HR: Of course! The first thing you’ll notice is a burst of vibrant orange on the nose—deliberately crafted to stand out and bring a hint of sweetness. As you take a sip, earthy and woody undertones emerge, enriched by layers from our herbal tea infusion featuring fig, cinnamon, and ginger. The black tea offers a lingering depth we like to call the “showstopper.” Its almost mezcal-like smokiness sets us apart and leaves a memorable finish.

NB: This sounds perfect for cocktails! Do you have a favorite cocktail featuring Amber & Opal?

HR [raising his voice] : Tell him your favorite cocktail, Rule!

JA: Regular whiskey drinkers might know it as a Gold Rush , but we’ve given it a twist and call it the Amber Rush . A traditional Gold Rush combines whiskey, simple syrup, and lemon juice. For our Amber Rush, we replaced the simple syrup because Amber & Opal is already infused with honey, adding natural sweetness. Instead, we use agave syrup—healthier and just as delicious—and finish it off with fresh lemon juice. It’s an incredible drink.

HR: Breaking news—because I have no idea what he’s about to say...

JA: Whisk-quito. That’s right, I’ve coined the term Whiskquito ! If you hear anyone saying it, Noël, just know it came from The Rule ! A Whiskquito is like a Coquito , but instead of rum, you substitute it with Amber & Opal whiskey.

[Yells to his wife] My God, baby, can I get a Whiskquito, please? How about a refill?

HR [laughing, shaking his head] : Noël, I haven’t even tried it yet!

NB [tearing up from laughter] : Oh my God!

NB: You guys are hilarious! So, what inspired you to venture into premium spirits instead of sticking with wine?

Actually, I do have a wine brand! I started with wine because I absolutely love it. I couldn’t find a red wine that really suited my taste, so I created one. Partnering with Rose Vine Cellars in Sonoma County, I crafted the 2019 Red Rose Cabernet Sauvignon from Alexander Valley.

As for the whiskey, like Herb mentioned earlier, it was almost accidental. It started as an investment—some partners and I purchased several barrels of whiskey with the intention of flipping them later. But that’s where this project found its footing.

Here’s the interesting part: the original barrels we bought for investment purposes weren’t used to create Amber and Opal. We decided to purchase new barrels for those. The original barrels are still with us, and we’re planning to use them to create a premium bourbon in the future—possibly when they’ve aged nine or ten years. It’s exciting to think about what’s ahead!

NB: Everyone approaches their brand differently, and I respect that. However, I often notice that when speaking with celebrities about their brands, they lack a deep understanding of the products bearing their name. That’s clearly not the case here.

HR: Many times, when you hear about celebrities partnering with beverage brands, it’s more of a superficial arrangement—a white-label deal where they simply lend their name. This is completely different. Ja was involved from the very beginning, as part of the founding team. He’s been deeply engaged in every step of the process, from conceptualizing the product and designing the packaging to crafting the flavor profile. This is truly his vision brought to life.

NB: Amber and Opal was founded in Baltimore, and now you're expanding into four new states. What does this growth mean for you and your team, and why did you choose these particular states?

HR: Our expansion into these four states was a very strategic decision. First, and this is breaking news—we’ve been accepted into Total Wines ! When selecting our target markets, we prioritized California and Florida. Ja will be spending time in these states, doing in-store bottle signings and appearances to promote the brand and keep it top of mind for consumers.

JA: Yeah, we’ll align those visits with the tour stops to maximize outreach.

HR: Exactly. When Ja's on tour, we’ll make it a point to visit those stores, interact with customers, and really build that personal connection [laughs] . The other two states are New York and New Jersey, which were obvious choices—those areas are home for us. Of course, we’ll also continue to focus on Baltimore, where Amber and Opal was founded.

That said, we’re being very intentional about our growth. The spirits industry can be tricky, and it’s easy to overextend by trying to scale too quickly—jumping into all 50 states at once. That approach is often overwhelming and unsustainable, leading to burnout and failure. Our goal is to stay nimble, avoid spreading ourselves too thin, and truly engage with each market. We want to create excitement around the brand and ensure we’re building a strong, lasting foundation.

NB: For us live concert fans, can we expect Amber and Opal VIP packages on your tour, along with the Amber and Opal Lounge?

JA: Funny you mention that—I was just on a call with production about this! I’m considering creating an exclusive Amber and Opal VIP package that includes a pre-show experience. We’re envisioning a really cool setup, possibly in collaboration with one of my residency partners. While we’re still working through the initial details, one thing’s for sure: Amber and Opal will definitely be the star at the bar. It’s going to be a fun and unforgettable experience. So yes, stay tuned!

NB: Amber and Opal places a strong emphasis on community and inclusivity. Why are those values so central to both you and the brand?

HR: First and foremost, we’re stepping into an industry where there aren’t many people who look like us . That was a big part of why we chose whiskey—it felt like there was a lack of representation from the Black community in this space. Naturally, we were drawn to the idea of creating something that could change that. We wanted to bring more diversity, more women, and more cultural richness into the whiskey world.

JA: I completely agree. But while we are a Black-owned brand, that’s not the sole focus of our identity. At the heart of it, we’re a whiskey brand—something for everyone to enjoy. We’ve worked hard to create a product that resonates across all races and nationalities. It’s whiskey, and it’s for everyone. We crafted it with every kind of whiskey lover in mind—from the seasoned enthusiast to the curious newcomer, and especially with women in mind. We want everyone to feel included in what we’ve built.

NB: Alright, time to put you both on the spot. If you had to pair one Ja Rule song with a glass of Amber and Opal, which song would it be and why?

JA: That’s a great question because whiskey matches different moods. Right now, I’m sipping on my whiskquito and feeling pretty laid-back. I’d say I’m in a Put It On Me kind of mood right now.

HR: When I think of whiskey, I think of smoothness, relaxation, and unwinding. There’s a track Ja did—a B-side—that’s actually one of my all-time favorites. I’m not even sure if he knows this, but it’s called The Mirror . The vocals are incredible, and it’s just such a chill, laid-back record. Perfect for whiskey vibes.

NB: What excites you most about the future of Amber and Opal? What can we expect from the brand in 2025?

JA: [Leaning closer to the camera] Honestly? Making you an Amber Rush at one of our events. [Laughs] Picture this: 10 Tesla robots whipping up Amber Rushes, perfectly programmed with all the recipes.

HR: [Smiling] Robots aside, on a more serious note, I envision Amber and Opal growing beyond just being a domestic brand. I want us to expand globally, to cross the pond and connect with as many people as possible. That’s really the dream.

NB: Any final words, Mr. Atkins?

JA: I’ve definitely got new music coming next year! I don’t want to commit to a specific date just yet because, well, deadlines can be tricky. But I can promise this: my new album will drop before I head out on tour—so we’re looking at around June 2025.

On another note, my new network, ICONN (that’s with two N’s), is officially live on the Apple TV Store—be sure to check it out. And if you’re interested in grabbing a bottle of Amber or Opal, visit Seelbach.com or head to my Instagram and click the link in my bio. We’re now shipping to 35 states!

NB: Any final words, Mr. Rice?

HR: What he said—couldn’t have put it better myself!