Former NFL running back and Super Bowl champion Marshawn Lynch has joined Black Pharo Cognac as a co-owner and equity partner as the French spirits brand expands its presence in the United States.
Known for his “Beast Mode” persona, Lynch brings business experience and cultural influence to the company. Unlike traditional celebrity endorsements, the partnership gives him an ownership stake in the brand’s development.
“Marshawn represents exactly the kind of energy and authenticity we envisioned for Black Pharo,” said Patrick Charpentier, the company’s co-founder. “He is not simply lending his name to a product. He believes in what we are building, from the quality of the cognac to the story behind the brand.”
Founded by Charpentier and Jerome Hyafil, Black Pharo draws inspiration from ancient Egypt’s 25th Dynasty, also known as the Black Pharaoh Dynasty. Its black-and-gold packaging reflects that heritage.
Charpentier previously served as vice president of sales and marketing at Rémy Cointreau, while Hyafil was chief manufacturing officer at Seagram.
Produced in France by SVE/Distilleries de Chevanceaux, Black Pharo VS Cognac is double-distilled and aged at least two years in French oak barrels. Bottled at 42% alcohol by volume, it received a 94-point rating from The Tasting Panel in its November/December 2025 issue.
“Everyone knows I have an exquisite palate when it comes to ‘yack.’ So when I had my first taste, I was like okay… I’m f’n with it,” Lynch said.
Lynch said the brand’s history, leadership, and long-term vision influenced his decision to invest.
“Black Pharo has its own story and something a little different to bring to the table,” he added.
Currently distributed in Texas and Georgia, Black Pharo plans to expand into Nevada and Washington while exploring opportunities in California. Texas retailers include Spec’s Wine, Spirits & Finer Foods and Total Wine & More.
The partnership was facilitated by Lynch’s brother, Maurice Sapp, a strategic partnerships representative for Beast Mode.
The company plans to strengthen retail partnerships and expand nationwide distribution.
