• The Wall Street Journal (subscription required), Tuesday, June 26, 2007 11:15 AM

Drinks Americas Holdings is set to announce an agreement with Universal Music Group's Interscope Geffen A&M label group to come up with brands of drinks--both alcoholic and nonalcoholic--that bear the imprimatur of artists on Interscope's roster, which includes Eminem, producer Dr. Dre and Sting. Drinks America is the company behind Donald Trump vodka, Willie Nelson's "Old Whiskey River" bourbon and Paul Newman's line of branded juice drinks.

Steve Berman, president of sales and marketing at Interscope Geffen A&M, says the deal is a response to "the rapidly changing landscape of the record business," in which many record labels are scrambling to diversify their revenue streams.

It will be Interscope's obligation to negotiate drinks deals with the artists. Drinks Americas will then create the beverages, while Interscope will kick in marketing support for both the newly minted products and its partner's existing line of drinks.

Read the whole story at The Wall Street Journal (subscription required) »