Louis Roederer's Cristal, the rapper community's favourite bubbly, has come under a cloud following hip-hop artiste Jay-Z's allegations of racism against the boss of the Champagne house, reports Richard Woodard of Decanter.com.
The American hip-hop community is now set to boycott the luxury Champagne. Jay-Z, who like other rappers and hip-hop artistes 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. 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."
The boycott came after new Roederer Managing Director Frédéric Rouzaud told a special edition of The Economist that the Champagne 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."
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