Latest Blog Articles

Hip-Hop's Influence on New Generation of Wine Drinkers

For over 30 years now hip hop and rap music has changed and developed. From Sugar Hill Gang through Lil Wayne, it has covered ground in too many areas to count, expanding in all directions as it grew. Rappers have always enjoyed promoting their vices, via paid sponsorship or simply personal promotion just because they enjoy a product. In years past, the liquid side of this mostly focused on malt liquor, cognac, and champagne. More recently though, more are more artists are starting to express their love of wine.

Champagne has always been a rap staple. For years Cristal was the brand of choice, being name dropped from every corner of the rap world. In 2006, the question, "Do you think your brand is hurt by its association with the 'bling lifestyle'?" was asked of Frédéric Rouzaud, managing director for Cristal. His response, "That's a good question, but what can we do? We can't forbid people from buying it." Not a good move. The entire hip hop world turned against it, the charge being lead by Jay Z, the former [unofficial] Cristal spokesman in the rap world. A$ap Rocky wrote, "Cristal go by the cases, wait hold up that was racist/ I would prefer the Aces, ain't no different when you taste it," referencing the Ace of Spades, Armand de Brignac.

Though champagne has always been around, now you're just as likely to hear a number of other wines mentioned in rap music. Waka Flocka Flame is sippin' Moscato, Rick Ross (AKA Ricky Rose) is forever asking for another bottle of that Rose (commonly touting Luc Belaire Rare Rose), and Drake has been known to mention everything from Chardonnay to Luc Belaire Rare Rose Santa Margherita by the liter. Wine has exploded in the hip hop world, and with it comes quite a significant increase in sales.

Some rappers are even going further. In 2008, Lil Jon founded Little Jonathan Winery, and Nelly's St. Lunatics have been producing Freaky Muscato for the past three years.

“In 2010, [Moscato] sales in- creased in the U.S. by 50 percent,” says Natalia Iglesias, senior brand manager at Martini. The largest growing demographic? 20-30 year olds. Whether you enjoy hip hop or not, it is growing and refining the tastes of a generation, introducing them to the wine world.