Tracing the Connection Between The Beats and The Bottles

- By

Despite rappers’ affinity for glorifying alcohol use, experts are divided over whether this translates into dollars.  Executives at W.J. Deutsch & Sons, which distributes Landy Cognac, reported that having Snoop Dogg’s paid endorsement from 2007 to 2009 resulted in dividends, in part because he was the right man for the job.  “We position Landy as a great quality but at an accessible price.  We’re not trying to be the biggest cognac out there.  That’s his M. O. as well.  He’s about being himself, and he’s unapologetic about it,” said Eric Maldonado, a director of brand marketing. “[The deal] did affect sales and exposure of our brand.”

Stefan Kalogridis, owner of Colvin Wine Merchants in Albany, N.Y., credits radio with putting some brands on the map.  “I remember Hennessy being in songs and videos.  It’s always been the No. 1 cognac, but after the marketing in other avenues, it became more so.  Now you have Diddy behind Ciroc, which wasn’t that well known when it came out.  But when Diddy got behind it sales picked up,” he said.  “Cristal became popular because of the rap industry.  It became so popular that we couldn’t even get it in the store.  And the price was sky high.”

For Jai Jai Greenfield, co-owner of Harlem Vintage in New York, N.Y., the hoopla surrounding these artists doesn’t add up to much.  “People love [“Blame It”] because it has a great beat, but it doesn’t influence what people are buying,” she said.  “People will come in asking for ‘Diddy’s brand’ because they identify it with him, but they don’t walk out because we don’t have it.”  More than an association with a high-profile lifestyle, Greenfield said this year consumers are concerned with price.  She’s noticed that people are willing to switch to brands that are easier on the wallet.

Whether or not someone is willing to consider a new brand may not only be a matter of expense, but the strength of their preference.  In a 2009 survey conducted by market research firm Mintel, African-American consumers showed a higher preference for premium cognac, tequila, Canadian whisky and vodka, when compared to imbibers of other races.

Comment Disclaimer: Comments that contain profane or derogatory language, video links or exceed 200 words will require approval by a moderator before appearing in the comment section. XOXO-MN