Watch: Alaska 5000, Trixie Mattel and More Launch SERV Vodka

Wednesday September 29, 2021

Six "RuPaul's Drag Race" alums are getting into the spirits business this season, and we don't mean of the spooky variety. Manila Luzon, Trixie Mattel, Trinity the Tuck, Sharon Needles, Monét X Change and Alaska 5000 have partnered with Producer Entertainment Group and Casa Maestri Distillery to launch a SERV Vodka, a line of flavored vodkas that hopes to capitalize on the mass appeal of the multi-million dollar drag industry.

Little is known about the products so far, besides their rainbow-hued branding and a few quippy quotes from the starlets.

"I wanted to make sure it was perfect. I didn't want too much pineapple and didn't want it to be too little pineapple, so I had to taste several bottles and cases before I figured out what pineapple flavor was the best," explained Manila Luzon of her pineapple vodka. "It was the first sample that was the best, but I had several cases to make sure."

Sharon Needles' aptly named Blood Orange also went through a thorough taste test. "I had tons of cases sent to my haunted house, and I went through all the blood oranges and ended up with type O negative," she said.

Jose Coira, senior vice president of distillery Casa Maestri, says, "Casa Maestri is thrilled to partner with PEG by creating SERV Vodka, which represents inclusivity while celebrating the LGBTQIA+ community. The collaboration between our distillery and these show-stopping queens resulted in flavor-packed vodkas that cater to everyone's palette."

Only time will tell if drag fans will have a taste for the queens' libations, but it's a trend that's showing no signs of slowing down and spirit companies see drag culture as the opportunity to cultivate a new consumer base.

Earlier this year, Jack Daniel's enlisted Bebe Zahara Benet, Trinity the Tuck, and Manila Luzon for a three-episode series to showcase Jack Daniel's Tennessee Fire. And it was an obvious choice to engage Season 12 finalist Rosé to help promote National Rosé Day. And with the holidays approaching, it's only a matter of time before more drag-inspired spirits beckon your bar cart.