It’s no secret that liquor has always been an influential part of hip-hop culture. When Busta Rhymes released his single “Pass the Courvoisier” in 2003, sales of the French Cognac grew upwards of 30%. When Snoop Dogg came out with “Gin & Juice” and mentioned Tanqueray, the gin company also saw a similar healthy upswing in the market. Part of the appeal of rap stars and their drink of choice is that when you hit the clubs, you can buy that same exact drink.

You feel like a star, a gangster, a thug, a player, a mogul…all based on what you drink. Liquor companies know this power that they yield which is why every major liquor company has a African-American or “urban” demographic advertising agency or marketing arm. Some have slammed this practice calling it exploitation. The proverbial “gun store and liquor store on every street corner” argument.

Regardless, in today’s financially burdensome times, hip-hop artists would be considered crazy to pass up multi-million dollar deals with liquor companies that are looking for some branding attention. WoooHa, Inc. takes a closer look at these recent deals:

Ciroc & Diddy

The most notable of all liquor deals. Ciroc paid Diddy a cool $100 million to become the official spokesperson for the Vodka company. While Diddy was quick out the gate with a series of online and TV ads, there have been mixed reviews as to the effectiveness of the campaign. It doesn’t help that online allegations of Diddy cheating on Ciroc made the liquor company look like a fool. Diddy maintains that it is not an endorsement deal and that the brand receives his daily attention. The verdict is still out.

Absolut & Kanye West

Absolut made a smart move by becoming the official sponsor to Kayne’s summer Glow In The Dark Tour which sold out across the country. Unlike Diddy’s much publicized deal, Absolut and Kanye kept things at the grass roots level and it has paid off. The tour was a success and the viral “Be Kanye” ads have been an online phenomenon.

Straight Up Brands & Lil Wayne

Lil Wayne and emerging spirits company Straight Up Brands formed a partnership earlier this July to form Halo Champagne. As part of the deal, Straight Up Brands will handle all logistics including trade marketing and distribution. They are no strangers to the hip-hop liquor game as they also handle SIzzurp Cognac from M.O.P. and Lucky Nite Vodka by Lil’ Flip. Halo is due out later this year and will come in four different variations, Halo Brut, Halo Brut Vintage, Halo Rose and Halo Pinnacle. Weezy made his first appearance with a bottle of Halo in his “Lollipop” music video.

Drinks Americas & Dr. Dre

Drinks Americas and Interscope Records formed a partnership over a year ago. Finally in August movement was made on this deal as Drinks Americas and Dr. Dre announced a partnership to form Aftermath Cognac and Aftermath Vodka. Originally slated to hit stores by October in conjunction with Dre’s long awaited album “Detox” rumors are that the album and the Aftermath Cognac have been delayed due to the recent death of Dre’s son. Dre’s deal calls for equity partnership and not a flat endorsement fee. This gives him the proper incentive to push the brand and his Aftermath name at the same time. Drinks Americas is also no stranger to the celeb liquor business as it also released a Donald Trump brand of vodka and a Willie Nelson bourbon.

These are just four of the handful of recent liquor and hip-hop artist deals that have made the headlines. Always hoping for another Busta Rhymes / Courvoisier, these companies are willing to bet millions in hopes of becoming the next “it” drink of the hip-hop generation. Smart strategic marketing for the liquor companies or just throwing their money away?

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