No matter where you’re from drinking is a widely accepted social indulgence. And when there’s a product that breaches language and cultural barriers, trust that there is an abundance of money to be made. Millions of drinkers worldwide spend billions each year gratifying themselves in the centuries-old tradition of turning up. Another product that destroys barriers and brings people together, is music. Once music and alcohol are combined, a euphoric daze entrances the human soul, and happiness exists on a plane where inhibitions are low and good vibes are at a peak.
The manufacturing and distribution of alcohol are two of the most lucrative businesses in the world. Think about it, bottles of Grey Goose at wholesale price cost no more than $11 a bottle. Liquor stores then turn around and sell each bottle in the case for more than double that. If you happen to be at the club, those same $11 dollar bottles skyrocket to over $250 a bottle - no wonder rappers are so eager to get involved in the liquor game.
Diddy’s Ciroc brand commercialized the partnership between hip-hop and liquor on a level never seen before. True, Jay-Z and Dame Dash bought into Armadale Vodka years before Ciroc was the go-to hip-hop vodka, and Snoop and ‘Pac were trendsetters when they partnered with St. Ides to create their own flavours, but Diddy’s joint venture with Diageo changed the game. He splits the profits right down the centre with the billion-dollar alcohol company, while controlling Ciroc’s advertisement and liquor distribution in America. Since Puff inked the deal in 2007, several other rappers have decided to invest in the liquor business as well. Check out our list of hip-hop emcees blazing their own trail in the alcohol lane.
Diddy: DeLeon Tequila, Ciroc
Diddy changed the game with his Ciroc Vodka. The name is derived from two French words meaning the top of the rock, or the summit, which is a reference to the region in France where Ciroc’s grapes originate. When Diddy’s joint-partner in his Ciroc venture, Diageo, acquired DeLeon tequila, they decided to give Puff the reigns once again.
Dame Dash: Armadale Vodka
Dame Dash and Jay-Z were on the liquor wave years before Diddy made Ciroc popular. In 2002, Roc-A-Fella took over the U.S. distribution rights for the Scottish vodka company Armadale. Dame kept the distribution rights after the two Roc founders split.
Jay-Z: D’USSE, Armand de Brignac
When Jay-Z switched Cristal for golden bottles of Armand de Brignac (better known as Ace of Spaces) in his “Show Me What You Got” music video, the champagne company experienced an unprecedented rise in sales. Almost five years later, Jay acquired a stake in the company. Chateau de Cognac, on the other hand, was looking to expand their business, and Jay appeared at their front door with ideas for a new Cognac blend and a marketing plan. The new blend was named D’USSE, and Jay operates as both a partial owner and the lead global strategist.
Nicki Minaj: Myx Fusion Moscato Wine
Nicki is a co-owner of Myx Fusions Moscato, a fruity wine packaged in small blue bottles. Myx’s Chief Marketing Officer, Mona Scott-Young, is also the executive producer for the popular Love & Hip-Hop series.
Drake: Virginia Black
Brent Hocking created DeLeon tequila and sold it to Diddy and Diageo after building the brand. Soon after, Hocking created Virginia Black alongside Drake. The name Virginia Black has nothing to do with the birthplace of the liquor, which actually originates in Indiana. Drizzy and Hocking created the name because it sounded “sexy.”
John Legend: LVE Wine
Created by Raymond Vineyards in Nappa Valley, John Legend’s LVE wine collection includes a Chardonnay and a Cabernet Sauvignon.
Birdman: GTV
When Birdman, already a mega-mogul, partnered with Central Florida’s Grand Touring Vodka company, I would imagine he was doing his patented hand-rub while going “Brrrr.” Ex-Nascar driver Greg Sacks is a part owner alongside the Cash Money Billionaire, hence the company’s name.
CeeLo Green: TY KU Sake
CeeLo Green is a co-owner of the TY KU Premium Sake & Spirits brand. Sake is a Japanese rice wine that may be more popular at a restaurant than at the club. Originally, the company was started by two graduate school students who wanted to find a healthier way to turn up.
Nas: Hennessy
On his classic debut album, Illmatic, Nas name dropped Hennessy. Almost two decades later, the Godson began doing business with the cognac heavyweights. Nas has been working as a brand ambassador for Hennessy since 2012 and the Queens Bridge King also shares creative control of advertisements.
Justin Timberlake: 901 Tequila
JT and Sauza teamed up to create a signature tequila line for the pop icon. Sauza Liquors is owned by Beam Suntory, the distributors behind Jim Beam, Maker’s Mark, Courvoisier, Pinnacle, and several other popular brands.
Ludacris: Conjure Cognac
Luda is a co-owner of Conjure Cognac, and the rapper turned actor created a special blend for the brand himself. Conjure was founded in 1863, and is one of the largest independent family-owned liquor firms in the world.
50 Cent: Effen Vodka
50 Cent is one of the best hustlers in the game. Originating in Holland, Effen Vodka has steadily taken ahold of American markets since Curtis partnered with the company. Although the mogul allegedly sold his stake for $60 million, he still works with Effen Vodka extensively.
E-40: Earl Stevens Selections, E-40 Malt Liquor, Sluricane
Bay Area legend E-40 has been involved in several liquor deals. He released his own wine brand, Earl Stevens Selections, which features a Red Blend, a Moscato, and his own creation, a “Mangoscato” blend. If wine isn’t your thing, 40 Water also offers a rum-based cocktail called the "Sluricane", and a honey fused malt-liquor appropriately called E-40.
Jermaine Dupri: 3 Vodka
Originating in Chicago, and created by brothers Brian and Brett Berish, 3 Vodka was distributed by Sovereign Brands. Dupri was first impressed with 3 Vodka because of its distinct taste. Most Vodkas are made from grain or grapes, while 3 Vodka boasts that it is the first company to distribute soy-based vodka.
Jeezy: Avion Tequila
Jeezy has been riding with Avion Tequila since 2013. The brand first gained popularity after appearing on the HBO hit series Entourage. Just this month, Jeezy sold his stake in the company to Pernod Richard, the beverage mega-company behind Absolut, Jameson, Chivas Regal, Malibu, Seagram’s Gin, and more.
Lil’ John: Little Jonathan Winery, Crunk Juice
Back before alcoholic energy-drinks were heavily regulated, Lil’ John concocted Crunk Juice. Imagine a more intense Four Loko, and not the new-school watered down Lokos either. Soon after that wave died down, Lil’ John started his own winery featuring several selections including Merlot, Chardonnay, and dessert wines.
Pharrell Williams: Qream
Although the liqueur was ultimately a bust, Pharrell partnered with Diageo to create a fruity drink marketed towards women. Williams claims the failure of Qream was in part due to Diageo pushing the liqueur as a ‘club drink,’ although he specifically intended to target a more classy clientele.
Snoop Dogg: Colt 45 Blast, St. Ides, Landy Cognac
Colt 45, which was owned by the Pabst Brewing Company, hired Snoop as a brand ambassador for their fruit-flavoured “Blast” beer in 2011. As part of his contract, Snoop was guaranteed 10% of the net sales price paid to Pabst Brewing Company for its Colt 45 line, if it was sold before 2016. In 2014, Pabst sold its stock to Blue Ribbon in a tricky move involving their grandparent company, Pabst Corporate Holdings. Unfortunately, Snoop had to sue for the money they owed him from the alleged $700 million dollar deal after Pabst refused to pay up. Recently, both parties settled outside of court. This isn’t Snoop’s first time working alongside a liquor company. The west coast legend partnered with 2Pac in a St. Ides endorsement, and he has also been involved with Landy Cognac.
Fabolous: FLOH Vodka
Created by Jacques Evans, FLOH Spirits partnered with Fabolous in 2016. Crowing themselves “the caviar of vodka,” FLOH is distilled in Oregon although the company is based out of Ohio.
Lil’ Kim: 3 Olives Purple
3 Olives Vodka is an English brand that uses water from a sunken village in their creation process. The lake was created in Wales after a dam flooded in 1888. When the water level drops, a sunken tower pierces the water’s surface. 3 Olives partnered with Lil’ Kim to create their “Purple” blend, a grape flavoured mix.