Marshawn Lynch takes ownership stake in Black Pharo Cognac

Black Pharo Cognac says retired NFL star Marshawn Lynch has joined the premium French spirits brand as a co-owner and equity partner as it expands in the U.S. The move gives the company a celebrity investor with cultural pull, while Black Pharo pushes distribution in Texas, Georgia and beyond.

Why it matters: - Marshawn Lynch brings ownership, not just endorsement, to Black Pharo Cognac, tying a high-profile athlete to the brand’s long-term growth. - The partnership comes as Black Pharo works to expand its U.S. footprint in a crowded cognac market. - The brand is positioning itself as a newer entrant with a distinct identity, targeting both retail shelves and cocktail consumers.

What happened: - Black Pharo Cognac announced that Marshawn Lynch has joined the company as a co-owner and equity partner. - Lynch is a retired NFL running back and Super Bowl champion known for his “Beast Mode” persona. - The company says the partnership supports its U.S. distribution expansion and national brand-building push. - The announcement was made from Seattle on Nov. 10, 2026.

The details: - Black Pharo is a premium French cognac brand inspired by the legacy of ancient Africa. - The company was founded by spirits veterans Patrick Charpentier and Jerome Hyafil. - Charpentier previously served as vice president of sales and marketing at Rémy Cointreau and helped create the A. de Fussigny and NYAK cognac brands. - Hyafil previously served as chief manufacturing officer at Seagram. - Black Pharo draws its identity from Egypt’s Twenty-fifth Dynasty, also known as the Nubian or Black Pharaoh Dynasty. - The brand uses black-and-gold packaging and a contemporary design aimed at modern spirits buyers. - Black Pharo VS Cognac is bottled at 42% alcohol by volume, or 84 proof, above the 40% ABV commonly found in the VS category. - The cognac is produced in France by SVE/Distilleries de Chevanceaux. - Black Pharo says the spirit is double-distilled in copper pot stills and aged at least two years in French oak casks. - The higher proof is intended to deliver stronger flavor while remaining smooth enough for sipping and cocktails. - The cognac received a 94-point rating from The Tasting Panel in its November/December 2025 issue. - The review highlighted the cognac’s approachable character, complex flavor profile and mixability.

Between the lines: - Lynch’s role signals a shift from celebrity promotion to deeper brand alignment, which can matter more in premium spirits where credibility and story drive consumer interest. - Black Pharo is leaning on heritage, packaging and proof point differentiation to stand out against better-known cognac houses. - Maurice Sapp, Lynch’s brother and strategic partnerships representative for Beast Mode, helped facilitate the collaboration. - The partnership also gives Black Pharo a cross-market cultural figure who may help the brand reach consumers beyond traditional cognac buyers.

What’s next: - Black Pharo is currently distributed in Texas and Georgia. - Nevada and Washington state are next priority markets. - In Texas, the brand is available at Spec’s Wine, Spirits & Finer Foods and Total Wine & More. - Black Pharo is also pursuing opportunities in California as part of a phased, state-by-state rollout. - The company plans to strengthen trade relationships before broadening consumer marketing. - Lynch’s ownership stake is expected to support the brand’s next phase of market access and national expansion.

The bottom line: - Black Pharo is betting that an ownership-backed celebrity partner can help turn a niche cognac brand into a broader U.S. contender.