Hip-Hop Game Changer: Alcohol

Icecube got us started with the St. Ides commercials. The DOC took it a step further with a fridge full of 40's in Dr. Dre's Nuthin But a "G" Thang video. E-40 introduced us to Carlo Rossi and hurricanes while Mobb Deep roamed around the projects with Hennessy jerseys on. The connection between rappers and their drink of choice has a long history. From the days of Snoop with his gin and juice or DJ Quik and his OE, hip-hop has had an impact on what the public consumes. As hip-hop has grown so has its influence on what people sip on. Courvossier sales shot through the roof when Busta Rhymes dropped his video by the same name. Clubs used to run out of thug passions. Incredible Hulk no longer referred to a DC comic character. Drinks over the years have almost become a status symbol. Cristal for the ballers, Patron for the crazies, and Alize' for the in between. Corporate America also understands the correlation. Jay-Z pitched Heineken for a while, Dr. Dre endorsed Coors light, and Rick Ross is the poster child for 1800 Tequila. For better or worse alcohol consumption goes with the lifestyle and image rappers project. Until that changes it will continue to be a lucrative combination. We'll worry about all that moral stuff later.