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E-40 has an affinity for cocktails, and that passion eventually led him to fully immerse himself in the wine and spirits industry. As a brand ambassador for Landy Cognac in the early 2010 s, 40 Water was advised to check out a winery in Napa Valley, California, which would later become the catalyst in a lucrative move for the 53-year-old rap star. Things got serious in 2013 when the rapper launched Earl Stevens Selections, with the Function Red Blend wine serving as the inaugural bottle for the collection.  The Earl Stevens Function Red Blend ignited the fire within E-40 to kickstart his business. A successful social media campaign for the inaugural bottle started it all by bringing customers in, and it was clear E-40 had to capitalize on the momentum. 

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