In the U.S., some hip hop artists who previously referenced alcohol in their lyrics now own multimillion-dollar beverage companies, according to a Taste article. They sell various types of alcohol, including gin (Dr. Dre, Snoop Dogg), wine (Ja Rule), whiskey (Beyoncé), champagne (Jay-Z), and alcohol-infused whipped cream (Cardi B).
The connection between hip hop and beverage brands dates back to the ’80s, with artists mentioning drink brands in their songs. Historians argue that these references are natural in hip hop lyrics because the genre is often autobiographical, reflecting the artists’ everyday lives, which include pop culture elements like movies, sports, and alcohol.
Since the ’90s, these references have influenced consumer trends, with Lil’ Kim, for example, helping to popularize Moscato d’Asti wine.
Hip hop references shape the consumption habits of listeners, influencing choices in alcohol as well as other areas like clothing brands and entertainment venues. For instance, Lil’ Kim’s mention of Moscato d’Asti in her song “Lighters Up” increased demand for the wine in the U.S.
As artists realized the influence of their references and as hip hop grew in popularity, they stopped giving free promotion to drinks in their lyrics. A key example is Jay-Z, who stopped referencing Cristal champagne. Artists then started making commercial deals with beverage brands, later buying stakes in those companies and creating their own brands.
