The US hip-hop community is set to boycott luxury Champagne Cristal after rapper Jay-Z accused the boss of Champagne house Louis Roederer of racism.
Jay-Z, who like other rappers and hip-hop artists frequently mentions Cristal in his lyrics, has also banned the cult cuvée from his 'upscale sports lounge', the 40/40 Club, replacing it with Dom Pérignon and Krug.
The boycott came after new Roederer managing director Frédéric Rouzaud told a special edition of The Economist that the house viewed Cristal's association with rap 'with curiosity and serenity'.
Asked if he thought the association would harm the brand, he replied, 'that's a good question, but what can we do? We can't forbid people from buying it. I'm sure Dom Pérignon or Krug would be delighted to have their business.'
'It has come to my attention that the managing director of Cristal, Frédéric Rouzaud, views the “hip-hop” culture as “unwelcome attention”', said Jay-Z. 'I view his comments as racist and will no longer support any of his products through any of my various brands, including the 40/40 Club, nor in my personal life.'
Cristal has been much in evidence in the past at Jay-Z's concerts, and his number one hit Hard Knock Life includes the lyric: 'Let's sip the Cris and get pissy-pissy.' Other rappers and hip-hop artists, such as Kanye West, 50 Cent and Mos Def, have shown similar allegiance to the brand.
Louis Roederer is yet to officially respond to Jay-Z's comments, although one source close to the company pointed out that the phrase 'unwelcome attention' was a sub-heading in The Economist, not a comment from Rouzaud. The source described the accusation of racism as 'ludicrous'.
Another Champagne industry insider pointed out that Dom Pérignon and Krug have been courting the hip-hop community for some time – and that their marketing budgets dwarf that of Roederer.
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Cristal, like Dom Perignon & Krug are for educated people regardless of colour, religion etc. I am glad that stupid people from 'hip hop' will stop buying and promoting such brands . It will give us more chance to have acess to it at more reasonable prices! Yves-Dominique Pages
I think Jay-Z is being quite naive by reading into the Economist article as portraying the boss of Champagne house Louis Roederer as a racist, but he made a wise choice in siding with two better bubblies: Dom Perignon and Krug. Marcus Nilsson
The news that Jay-Z is boycotting Cristal should be embraced by all rational people around the globe. Given that the 'racist' comments he objected to were actually from the magazine editor, not the wine maker, it just goes to show that ignorance transcends national and economic boundaries. The civilised world is better off without such an ignoramus. it's just a shame it took this to make it obvious. Chris Brown
You couldn't make this story up! I don't wish any ill-will to either side but guiltily confess to finding the whole thing rather entertaining and at the end of the day Louis Roederer will still sell their fabulous Champagne, and the rappers will still have expensive wines to choose from. Oh, how I wish they drank Port & Sherry! PR trebles all round! Matthew Hudson, Horsham
Racism is a serious subject that should not be diluted by someone like Jay-Z, who interprets clearly innocuous comments as racist. Further, the practice of sipping $100 bottles of champagne like water speaks of Jay-Z's concern for the less fortunate in society. James Hartten
Good riddance Jay Z! Hopefully all the other rappers who have no respect for luxury goods will follow him or produce their own... As a black woman I'm always embarrassed to hear about rappers antics which show a lack of appreciation the finer things in life. They're approach isn't one of grace (and never has been but it makes good journalism let's face it) because they've never been exposed to it and haven't learned how to appreciate the qualities that come with wealth. Anonymous
One can empathise to some degree M. Rouzaud's balking at some of the antics in Hip-Hop videos where his fine champagne is poured away purely to symbolise decadence, but hasn't it always been thus? It is also easy to understand that this rather sniffy attitude about rappers could be miscontrued as racist. At the end of the day the wine trade must temper aesthetic sense with buisiness acumen and would do well not to alienate younger drinkers with such idiotic snobbishness. Roederer have a PR disaster on their hands which ever way you look at it. Anonymous
As a white person, if I started singing about pimping and guns or whatever I would NOT necessarily expect to be smothered in praise - regardless of its commercial sense to that company. Every corporation has a specific type of brand image that they like to uphold, as Jay Z should be well aware.
It's inappropriate that Jay Z & Co. have made the rather inexcusably pathetic decision to play the race card. You would have expected a slightly better case from someone, who themselves, has their own brand.
As Malcolm X Abrams, a top writer on black history culture commented that with so many problems like poverty and global warming - it is regrettable that people are getting so "worked up".
With such frequent and willing inundations of rappers wealth, perhaps they should start putting more of their money and spare time into things that really matter. Let's face it, spraying £350 bottles of cleverly branded alcohol around rooms isn't doing a great deal for anyone.
If Jay Z were an Englishmen, he would have learnt from an early age that the French, the masters of understatement and style, are impressed by very little. John Bray
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Cristal, like Dom Perignon & Krug are for educated people regardless of colour, religion etc. I am glad that stupid people from 'hip hop' will stop buying and promoting such brands . It will give us more chance to have acess to it at more reasonable prices! Yves-Dominique Pages
