Ja Rule and his Amber & Opal co-founders are holding off on a potential 238-store rollout while they build the team and resources needed to support the whiskey brand.

In an interview with Inc., Ja Rule said the brand could expand into those stores now. But the four founders decided to concentrate on seven markets where they can personally visit retailers and help drive sales.

Co-founder Herb Rice said a nationwide launch could spread the team too thin. Store tastings and bar visits require time, and retailers may stop carrying bottles that do not sell. Ja Rule described the workload as “17 hats” that the founders are trying to divide among themselves.

The business began in 2021, when Ja Rule and Rice invested in barrels of whiskey they planned to sell after the liquor aged. As other members of their investment group began bottling whiskey for themselves, the pair saw an opportunity to create a brand. They later partnered with Rice, Sandy Sandiford and Kelvin Barton to launch Amber & Opal.

The whiskey from their original investment was not used in the brand’s blend. After consulting distillers, the founders chose Maryland rye for the recipe instead. The blend was developed to suit both Ja Rule, who was new to whiskey, and his more experienced partners, who paid close attention to details such as its smoky finish.

The team experimented with honey, spices and tea before settling on a blend featuring orange blossom honey, fig, ginger, cinnamon and lapsang souchong black tea.

Ja Rule has also promoted the whiskey in person. In early 2025, he visited a Miami Beach store to sign bottles, take photos and offer tastings. He said these appearances gave him a chance to connect with fans beyond his music.

The founders are seeking $5 million to $7 million in funding, which Ja Rule said would help them hire staff and expand into more markets over the next year or so.