Unwelcome Attention Jay-Z Urges Cristal Champagne Boycott

Roederer has observed its association with rap with “curiosity and serenity.” In an article in a special summer edition of The Economist magazine titled "Bubbles and bling" Rouzaud was asked if an association between Cristal and the bling lifestyle could actually hurt the brand, he replies: “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.”

In response to Rouzaud's comments the hip hop community has started boycotting the high price champagne.

Jay-Z has announced that he will no longer distribute Cristal champagne at his 40/40 sports bar and restaurant.

"It has come to my attention that the managing director of Cristal, Frederic 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."

According to the Economist article, "The most high-profile consumers of Cristal are rap artists, whose taste for swigging bubbly in clubs is less a sign of a refined palate than a passion for a “bling-bling” lifestyle that includes ten-carat diamond studs, chunky gold jewellery, pimped up Caddies and sensuous women."

An article on the BBC News Magazine website "Taking the shine off Cristalis" sparked further controversy with it's take on this developing story. From the BBC article:

"Commissioned at the behest of Tsar Alexander II in the 19th Century, the Louis Roederer marque was revived after World War II. It is the drink of kings and princes, and failing that, surely captains of industry and Grace Kelly-style film stars at the very least.

No longer. Now it is the drink of people whose taste in luxury items stretches only to things that are big and shiny, with big, shiny badges on them. Rappers like Gucci, they like Prada, they drive Bentleys and Benzes and most of all they sup Cristal.

And it seems that Louis Roederer may have started to think twice about endorsement from a community that even likes its guns gold-plated. "

This should come as a wake-up slap to the hip hop community whether you drink Cristal or not. Think before you spend your paper.