Jay Z - Pharrell Joined By Hip-hop Royalty At Liqueur Launch

The N.E.R.D. star teamed up with drinks company Diageo to create low calorie vodka-based cream liqueur Qream, aimed at figure-conscious females, and he officially unveiled the product at a lavish party on Wednesday (20Jul11) at the historic New York Public Library.

A host of Williams' famous friends stopped by the event to show their support and check out the fruity drink, including singer Kat DeLuna, rapper N.O.R.E., DJ Khaled and models Selita Ebanks and Tyson Beckford, and guests were treated to an eclectic musical performance by emerging duo Karmin.

Williams admits he's revelling in all of the positive feedback he's received about Qream so far.

He says, "I definitely didn't wanna be another dude coming out with some hard drink that tastes like rocket fuel. I felt like Puff (Sean 'Diddy' Combs) kills it with Ciroc (Diageo's vodka brand), so I definitely didn't wanna stand in that lane, so I chose women because I felt like women were underserved. And it's been cool as hell, so much fun dealing with all of these ladies and seeing their reactions (to the drink)."