Pour It Up: 15 Rappers That Dominated the Alcohol Industry
Unlike Cristal, who came across as snooty about their fans in hip hop, Hennessy has actively worked with rappers and Black musicians to build the brand beyond this initial affection. The history of malt liquor dates back to the 1930s when during the Depression and later becaue of rationing during World War II, brewers didn’t have enough malt to make beer. Casamigos’ sudden dominance is especially notable when you consider it in historical terms. After all, earlier generations of Black consumers, Nas and other rappers included, didn’t just spontaneously decide to start buying Hennessy en masse. French cognac producers had been building ties with Black American consumers since the early 20th century, beginning with the U.S. soldiers stationed in Europe.
French Connection: Capone-N-Noreaga
Within this, African American consumers play a large part in its popularity. Cognac and Hennessy in particular is constantly referenced in hip hop. These days the brand is owned by Moët Hennessy, which is in turn owned by Louis Vuitton Moët Hennessy and Diageo.
Crack a Bottle
- The manufacturing and distribution of alcohol are two of the most lucrative businesses in the world.
- It shouldn’t be surprising to see Travis Scott’s name on this list.
- What better way to celebrate that achievement than popping bottles?
- When Jay-Z switched Cristal for golden bottles of Armand de Brignac (better known as Ace of Spaces) in his “Show Me What You Got” music video, the champagne company experienced an unprecedented rise in sales.
- From Diddy's famous 'Cîroc' vodka brand to Jay-Z's Ace of Spades, here are the 15 best celebrity liquors and spirits.
- The most recognisable bottle in Ireland is VS, which stands for Very Special but there’s also XO, Extra Old and more.
It shouldn’t be surprising to see Travis Scott’s name on this list. Over the past several years, the Houston rapper has become a go-to endorser for brands ranging from Nike to McDonald’s. In March 2021, Scott introduced his newest non-musical venture to the world, a blue agave-infused hard seltzer beverage, CACTI. CACTI was offered in three flavors—pineapple, lime, and strawberry—and sold in nine-can variety packs. Individual tallboy cans were also sold for all three flavors. The Anheuser-Busch-produced beverage set itself apart from the crowded hard seltzer market with its higher ABV content.
Happy Juice: Keri Hilson
Although its lyrical references have now reached a broader population, lean culture can be traced back decades to Houston. Lean burst onto the music scene through the prolific chopped and screwed movement in the ‘80s and '90s, pioneered by DJ Screw. It then trickled down to popular radio hits in the early aughts, most notably with Lil Wayne. If there’s a new avenue, hip-hop royalty Jay Z is probably already ruling it. And he did just that by launching his own V.S.O.P. that tastes like a young cognac that could take over the best of the best. He even drank some from the Grammy he won in 2013, so you know it’s worth saving a space on your shelf for.
Nicki Minaj: Myx Fusion Moscato Wine
The resulting 70% ‘eau de vie’ (the French for uisce beatha) is then aged in oak casks over years, taking the alcohol content down to a more manageable 40%. The final stage is the blending, a skilled craft which ensures consistency of flavour. Hennessy as a large-scale producer blends eaux de vie from multiple vineyards. Take a look at this list and find out which of your favorite rap stars abstain from drugs and alcohol. He later goes to a party where he is “drunk as hell” and three girls complain about his boozy breath.
Nas has been working as a brand ambassador for Hennessy since 2012 and the Queens Bridge King also shares creative control of advertisements. So, made from wine, has to come from Cognac, so it’s definitely a very French drink. Which is weird, because I grew up assuming Hennessy was Irish, given the name and its omnipresence in the parental alcohol stash we attempted to secretly fleece as teenagers. The first Hennessy distillery was established in Cognac by Richard Hennessy in 1765. Beyond its status in Houston’s lifestyle, the drink has fueled addiction and is believed to have contributed to the deaths of some of hip-hop’s greats. Check out the video above to learn more about lean’s cultural influence on rap music.
Fabolous: FLOH Vodka
- By the 1800s Hennessy was trading via London and New York and doing very well.
- Originally, the company was started by two graduate school students who wanted to find a healthier way to turn up.
- Having a good time has always been a top priority and in addition to the music, the parties and concerts where hip-hop lived were often littered with booze and liquor to help keep the party going strong.
- No suspiciously cool spokesperson (we see you, Dos Equis man) required.
A commercial, which featured a surprising cameo from comedian Eric Andre, ran during the 2021 Grammys. The video for his single “Franchise” even amphetamine addiction treatment doubled as a CACTI ad. The spirit is name-dropped in over a thousand songs, most of them hip hop. It enjoys an affection and a cultural currency that most brands only dream about. I remember being bemused to hear it dropped into rap tracks in the late 90s. It puzzled me how the brown bottle could be a role model for rappers as well as having pride of place in my parents’ drinks cabinet.
- We’ll get into how people drink it later, but first some history.
- Eminem's "Crack a Bottle," featuring Dr. Dre and 50 Cent, is all about celebrating success and cutting loose.
- As rap would make its way from the park jams onto wax in 1979 and throughout the '80s, a number of artists would begin referencing their favorite brands of alcohol in their rhymes.
- Individual tallboy cans were also sold for all three flavors.
- No matter where you’re from drinking is a widely accepted social indulgence.
3 Olives partnered with Lil’ Kim to create their “Purple” blend, a grape flavoured mix. Originating in Holland, Effen Vodka has steadily taken ahold of American markets since Curtis partnered with the company. Although the mogul allegedly sold his stake for $60 million, he still works with Effen Vodka extensively.
When Diddy’s joint-partner in his Ciroc rappers drinking venture, Diageo, acquired DeLeon tequila, they decided to give Puff the reigns once again.
Find your favorite rap songs about alcohol in the list below and submit your votes. Your input will help us create the ultimate rap drinking playlist. Hennessy ran a global campaign last year to support the hospitality industry through Covid, called Hennessy My Way.