Cristal Bites the Hand that Feeds and Gets Bit Back

So you’ve probably heard of Cristal. I personally have kinda middling tastes in champagne. The first time I had Dom Perignon was at my maternal grandparents’ 50th wedding anniversary. When it comes to Moet & Chandon, I actually prefer White Star. I’m a Philistine, I know. Lately, I’ve developed a taste for Veuve Clicquot Ponsardin Demi Sac, although I don’t like to order it in restaurants because I can’t pronounce it.

But you don’t tend to hear platinum rappers extolling the virtues of Moet and Veuve. They generally give props to Cristal. Cristal is pricey and not necessarily better tasting at a level commensurate with its cost. Nonetheless, the hip hop community tended to pick Cristal as the expensive item to conspicuously consume by either tipple or floor spillage.

According to an article called Bubbles & Bling which ran in The Economist, however, Frederic Rouzaud, who is the managing director of Louis Roederer Cristal champagne, publicly said he found raps about the beverage to be peculiar unwelcome attention and he suggested that there were some less expensive brands which might suit that community better.

Multiplatinum megastar Jay-Z once lead the pack in supporting Cristal, but, according to PR Week, he has now pulled service of it from his 40/40 Club in New York. He is also apparently going to replace the shoutouts to that particular bubbley in his lyrics in performance and reissues.

I kinda think that the country club set is composed of two demographics, when it comes to this issue. Firstly, there are people who like their hip hop, as well as their golf, and are more likely to drink Cristal if Jay-Z says it is great. Secondly, there are people who like their Cristal and don’t follow rap at all.

Way to throw out a whole lot of free endorsements, Frederic Rouzaud. Frederic Rouzaud needs to learn that cool does not mean lacking in clout. Somebody hook that boy up with some extra business school. And kudos to Jay-Z for not taking fighting words lying down.

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Posted by Amelia G on July 25, 2006. Filed under Blue Blood. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry