Jason Derulo announces partnership with Bedlam Vodka tied to its national launch, and talks creativity, 'living rebelliously,' and how the pandemic has changed his outlook

• Jason Derulo and Bedlam Vodka, distilled and bottled by Graybeard Distillery in North Carolina, announced their new brand partnership today, as Bedlam launches nationally.
• Previously only available in select locations, Bedlam Vodka — a spirit distilled from long grain white rice for nearly 200 years in rural Ireland — is now available for purchase on Amazon and in stores across the US.
• Jason Derulo discussed why this partnership matters to him now, what it means to 'live rebelliously,' and how 2020 has inspired him creatively.

Jason Derulo, the R&B-influenced pop artist behind popular dance club hits like "Talk Dirty" and "Whatcha Say" has partnered with Graybeard Distillery to promote his vodka of choice, Bedlam Vodka, which launches nationally in the US today.

Though Bedlam Vodka may be new to the commercial market, it has a long and rich history. The ancestors of one of the company's founders developed the unique spirit, which is distilled from long grain white rice, over 170 years ago in Bedlam, Ireland, during the potato famine. It wasn't until a few years ago that the family decided to take their craft vodka to market, partnering with Graybeard for limited sales in only five states. And now, for the first time, Bedlam Vodka - with the help of Jason Derulo - is available for purchase both online and in stores across the country.

Derulo felt that partnering with Bedlam Vodka, whose motto is "Live Rebelliously," was a natural fit for him. "Living rebelliously, I mean, I've always lived that way," Derulo said in a recent video call and virtual vodka tasting. "It's about breaking from the cages of what normality is. I've never put myself in a box. I love having a good time. I love the way Bedlam makes me feel, and I just really want to share it with the world."

With more time on his hands since the beginning of the COVID-19 pandemic, Derulo has been inspired to expand his creative horizons, and share with the world the things he loves - from cooking up wacky "milly meals" for every million followers he gets on TikTok to promoting his favorite brand of vodka. And with 41 million followers on TikTok, Derulo has a massive platform to give Bedlam Vodka's national launch a major boost.

"I think in the last year, with the entire pandemic happening, I just took a turn and invited everybody in, you know, from a way different perspective," Derulo said. "I don't want to be insensitive to anybody else's issues, but I've really been able to see so many things so much more clearly - from a business standpoint, to a creative standpoint, in all parts of my life."

Derulo has also had time to reflect on what's most important to him. He said most of his pandemic woes have been focused on other people. Without the ability to perform and tour, he's been concerned for the people he works with, like dancers and stage techs, who he hasn't been able to give work to. But, he said he's proud he's been able to keep most people working, which is his main concern right now.

"I don't think anybody's going to be the same after this situation. I think people will be afraid, afraid of a lot of things. I think, you know, there's going to be like a built-in fear," Derulo said. "Also I think people have realized things about themselves in this time - realized what works for them, and what doesn't. My biggest realization is the power of home, you know, I think home just really, really has a rejuvenating effect."

And one thing Derulo does at home to rejuvenate after a long day is sit down with a glass of vodka. In addition to being the new spokesman for Bedlam Vodka, Derulo sits on the board of the company. Bedlam Vodka CEO, Brandon Evans, said Derulo has used his immense creativity to contribute a great deal to marketing ideation and vision boarding for the brand. Evans hopes Bedlam's unique flavor palate will disrupt the traditional vodka industry - and with Derulo's creative mind and monumental fanbase behind the national launch, it's sure to be a success. As for new music, Derulo said fans can expect more very soon.