According to Forbes, Jay Z has created a drink that will be sold in Duane Reed and Walgreens stores across the country. The drink is called ‘40/40’ (like his nigh club – great branding) and its “an Arnold Palmer-esque drink…intended for sports-loving males” and will sell for $1.99. The unique thing about this beverage is that you will be able to scan it with your cell phone and content will pop up on your phone. The beverage, distributed by Go N’syde, also offers consumers “an augmented reality tie-in that allows customers to point a smartphone at the container and call up a content platform connected to each act.” Former Def Jam Recordings executive Kevin Liles said, “We have great tasting beverage…But the second part of it is providing a new network for the brands or icons to communicate with their fans. I call it disrupting the consumer packaged goods industry by having your products actually talk to you.” I think this is a good look at the possibilities are endless. Don’t be surprised is Jay Z drops his next album on the side of a 40/40 drink that you wille be able to scan onto your phone. 😉 Seems like Jay is giving something more than watermelon to drink.