Gawker
Back in early summer, the managing director of Cristal champagne expressed his disdain for his brand's iconic status amongst hip-hop stars. This prompted rapster Jay-Z to boycott Cristal in his lyrics, clubs, and bloodstream. Unfortunately, this left a gaping void in the alcoholic blingosphere, which Jay-Z has attempted to fill in his most recent video — he rejects a bottle of Cristal in favor of Armand de Brignac, a heretofore unheard-of niche brand of luxury champagne. Most news outlets dutifully passed on the press release, noting how Armand de Brignac has been produced for "centuries" and is only now being imported stateside after enjoying success in France. Charming story; too bad it's all bullshit.
The Armand de Brignac PR materials hastily claim this isn't a case of product placement, nor is there any commercial relationship between Armand de Brignac and Jay-Z. He just really likes those gold bottles, see? So, how come no one has ever heard of Armand de Brignac? Like, anywhere? HipHopGame dispatched their senior vintage correspondent to get the goods on Armand de Brignac, and it turns out the whole thing's a sham. In fact, Armand de Brignac is a new stealth brand created by Cattier Champagne, to all appearances exclusively for its cameo in the Jay-Z video (and likely subsequent appearances and distribution in his clubs, etc.). Perhaps the best part: The Cattier bottle and vintage ("Antique Gold") that likely matches the relabeled "Armand de Brignac" sells for around $60 tops. "Armand de Brignac" reputedly goes for $300. Let's hope Jay-Z's seeing at least some of that scratch.
An investigative look at 'the new Cristal' [HipHopGame via Agenda Inc.]
Comments
Jeez. I truly miss the days of rappers promoting malt liquor.
I give credit where it's due: That is an incredible bottle. You could put Asti in that thing and I'd still be proud to have it on my table.
Word, Zibby. Plus, its so incredibly smooth... and phallic... and shiny...
models and bottles ...
rappers and bottles ...
Well, I've always heard that Cattier pours really well onto concrete in music vids, especially the 2002s.
All of this of course fails to undermine the main premise that all rap music, with perhaps the exception of The Roots and a handful of groups from the 80s (PE, NWA), is a big fat corporate whore pimped by dudes that look like the Monopoly guy shilling its pooty-tang to bored 'burban white kids and inner city wanna-bes that drive soon-to-be-repoed Escalades worth more than their rented ghetto homes.
WHEW!
I was once told the following story by a guy who used to work for the importer of Cristal...he told me this story long before the brouhaha with the Louis Roederer and the hip-hop...
So basically back in the early 90's Cristal was a dead brand...among the ultra premium champagnes, Krug, Dom Perignon, and probably that stuff that Veuve Cliqueot (sp?) makes were all more popular than Cristal, which basically no one had heard of.
The importer of Champagne Louis Roederer (who makes Cristal) hired some PR people, and it was proposed to the Louis Roederer people that they resuscitate the brand with product placement in pop music....and so began the Cristal/hip-hop connection. In other words, Cristal was intentionally marketed to hip-hop by the people who make it and import it. The marketing plan was a wild success...so I wonder why Cristal decided to cut-and-run in 2006
What, "Chien Fou Vingt-Vingt" wasn't available?
Gawker is all ghetto-fabulous all of a sudden. Where's the recap of Flavor of Love 2? "New York HBIC" as guest editor?
amen to that, mr. scribbles.
i guess it makes it even more ironic that the inner city wannabe kids are lusting after expensive champagne they could never afford & trustfunder hipster types who can afford pricey liquors are drinking pabst blue ribbon & malt liquor out of paper bags.
Jay-Z, I'm so thirsty but don't know where to turn. Is it Armand de Brignac or Budweiser Select that you wish for me to drink?
Yo, when will Cook's Brut get a shout-out? Seven bucks at the grocery, great by itself or in a mimosa.
behind every great black man is a Jew.
A Certain Gentleman
oh please stop. 'mr. scribbles' you know fuck all about hip hop and you're embarrassing yourself.
Who gives a shit? What's AJ drinkin'?
Ballatore is the best. Like $9 a bottle.
You're right, Fake_Commenter, that trustfunder and hipster types, do drink the cheap hooch.
Not that I am a trustfunder, or hipster.
nooo, trust me, Borgo Magredo Prosecco.
The best for the money, give it a try.
Hip hop is the worst thing to happen to champagne EVER.
First of all, to echo what dzop said, Cristal is NOT a serious contender amongst the premium brands. Never has been. If you want to spend big money on a bottle of bubbly, then there are far better choices. Dom Perignon and Vueve Cliquot Le Grande Dame, Le Grande Dame Rose, Perrier-Jouet Floral and Krug are all FAR superior to Cristal. Even vintage Moet Rose or Veuve Cliquot Gold Label is a better drink, for far less money.
Louis Roderer non-vintage (which is not a bad champagne at all) will absolutely give you the same notes and mouth feel as Cristal at a fraction of the price.
Honestly, I always laugh when I see somone sitting at a table with a bottle of Cristal. It's obvious that whomever ordered it got their wine education from rap videos.
If this story doesn't appear on a "mainstream" news show tomorrow (or at least MSNBC), I'll eat my show with a side of dog squeeze.
Start a discussion:
Login with your username and password below. Or comment on this post via email.
Forgot your username or password? New User?