It was no great surprise to EMERGE when Frederic Rouzaud of Louis Roederer Cristal the famed makers of Cristal said that the company was somewhat confused and uncomfortable with the apparent following the brand enjoys not just amongst highly paid rappers, but aspirational hip hop fans as well. Quoted in an article entitled "Bubbles and Bling" in The Economist, Roederer in one fell stroke alienated some of the beverage's most passionate (and vocal) consumers and the results have been far more surprising than the out-of-touch musings of the luxury brand's staff.

Hip hop mogul and fundamentally influential guy Jay Z has read Rouzaud's remarks and his response has been swift and caustic. In addition to removing Cristal from the menu at his 40/40 sports bar/clubs, he has pledged to stop drinking the product himself and is organizing a massive boycot of the gold foil-wrapped champagne by the hip hop community at large. Citing Rouzaud's remark that "I'm sure Dom Perignon or Krug would be delighted to have their business," Jay Z has added both competing brands to the menus at his clubs.

Desperate to stem the bleeding, Cristal has responded with an apology, pledging tolerance of all customers but it would seem that the damage has been done. Just how devastating a wholesale boycott by the hip hop community will be remains the subject of speculation. Time will indeed tell.
EMERGE will be sure to share an update.

It appears you don't have Flash installed.