latimes.com/business/money/la-fi-mo-shaquille-oneal-luv-shaq-vodka-20121219,0,4014879.story

latimes.com

Shaquille O'Neal to launch 'Luv Shaq' vodka

By Tiffany Hsu

10:49 AM PST, December 19, 2012

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It isn’t enough for Shaquille O’Neal to be one of the NBA greats. It doesn’t suffice that he's dabbled in rap and acting. No, the former Los Angeles Lakers star had to go and start his own brand of vodka.

In what is either a stroke of marketing genius or a sign of devastating hubris, the booze is named “Luv Shaq.” It’s also gluten-free and absent of any sugar. Plus, it’s coconut flavored.

Bottles, which according to the New York Post will be emblazoned with images of a winged O’Neal, are being produced in partnership with Devotion Vodka. The label is set to launch early next year.

Some Twitter fans are already pledging allegiance to the brand.

“Only thing I’m drinking from now on,” wrote user Stephen Brew.

Other celebrity alcohol endorsers now include Pitbull, who raps about Voli vodka in his songs, Snoop Dogg and more. Wonder what Ciroc backer Sean “Diddy” Combs and Sobieski purveyor Bruce Willis have to say.

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