Now, I’m all for a good adult beverage when it comes to chillin’ at a good social outing or just winding the day down. One thing is certain, and that is the fact that my choice has never been influenced by a celebrity endorsement.
That’s why the news of rapper and actor Drake jumping into the whiskey game didn’t really move me. Everything Drizzy touches turns to gold, so I’m sure the venture will be a success, but will his partnership with Virginia Black Whiskey have staying power?
In October of 2016, the $39.95 bottle of bourbon was the highest-selling liquor in Toronto. According to the Toronto Star, on Sept. 30, Virginia Black topped single-day sales at the Liquor Control Board of Ontario after “moving 1,779 bottles across 220 stores.”
Weeks after its launch in June 2016, 4,650 bottles were sold in the province, raking in $186,000 in retail sales. To put this into perspective, Ciroc sold 1,855 bottles in its first week. Virginia Black was launched with ex-financier Brent Hocking and company Proximo Spirits. According to Business Insider, the brand sold 30,000 cases globally in its first year.
The verdict is still out on the taste for me, but he’s already causing a buzz taking a shot at Dos Equis.
The liquor business and rappers go back as far as Snoop Dogg and Tupac and their St. Ides partnership. But, thanks to Drake, we’ve decided to break out my list of the Top 7 most Undefeated rapper/alcohol beverage partnerships.
#7 Roc-A-fella – Armadale Vodka
Armadale Vodka was Jay-Z’s first venture into the liquor game, but this one was with his Roc-A-Fella/Def Jam partner Damon Dash. It was 2002 when Jay-Z and Dash purchased Armadale Vodka. Dash said in a statement back then that “Roc-A-Fella has always respected quality vodkas, such as Belvedere and Grey Goose. Just like we do with our businesses, we wanted to present a vodka that represented the best. And we feel Armadale is of elite quality.” Although the two have parted ways, this wasn’t the last of either in the liquor business.
#6 Ludacris – Conjure Cognac
Being a big cognac drinker and fan of the rapper, I gave this a fair shot. Chris “Ludacris” Bridges and Kim Birkedal Hartmann founded Conjure Cognac in 2009. With a decent taste and at $48 a bottle, it’s nice but not good enough to trade in my Hennessy.
#5 Rick Ross – Belaire Rose Champagne
Rozzay made being down with the “Black Bottle Boys” a real thing. I’m not a big champagne drinker, but I bought a couple of bottles once for the wife on our anniversary, not a bad sip. She was impressed. Luc Belaire is a brand of sparkling wine with two varieties: a Rare Rosé and a Rare Brut. The Maybach Music Group founder became the brand ambassador in 2013 and fused Luc Belaire and the rap game. Priced at $30 to $50 per bottle, it’s not a champagne that will break your pockets.
#4 Jay Z – Ace of Spades
This drink is the champagne of champions these days but is a bit overpriced at $300 a pop. Formally named Armand De Brignac, it got its street name from the label of the bottle and was acquired by Jay-Z on Nov. 5, 2014. So far it has three different blends. One contains grape varieties of pinot noir, pinot meunier and chardonnay. One is a rosé and a chardonnay, and in 2015 under Jay-Z’s reign a demi-sec and pinot noir. It debuted in the video for “Show Me What You Got.”
#3 50 Cent – Effen
This is a good, affordable vodka with multiple flavors from Curtis Jackson. Kudos to 50 for working his drink into his show Power, but an even bigger salute for recently making $60M by selling his stake in July. In 2016 it was announced that the rapper, producer and actor was partnering with Effen Vodka. According to XXL, 50 Cent is still with the brand in some capacity. Effen issued a statement in July stating, “Contrary to any inaccurate media reports, EFFEN Vodka’s partnership with 50 Cent continues.”
#2 Jay Z – D’ussÈ
Jay-Z’s most recent brand venture is the fine French cognac D’ussè, and this will put you back about $45 a bottle. Aimed at a younger audience, Hov has infused the drink into his hip-hop empire and even sipped it from his award at the 2013 Grammys. Even rapper Lil Wayne has a song title “D’ussé” after the drink. Its round shape and gold double cross give it the appeal it needs to attract some buyers. Bacardi launched the VSOP cognac in June of 2012 in New York City, when it announced Jay would be the brand’s frontman.
#1 Diddy – Ciroc
Puff is an expert marketer, so it should come as no surprise that his vodka comes in at No. 1. When it comes to my vodka, I prefer Tito’s or Ketel One, but Ciroc is definitely the go-to when it comes to the club, lounge or house parties. The ladies and men seem to love its sweet taste, and whenever a new flavor drops the fam flocks immediately to the liquor store to cop the latest offering from Sean Combs.
Combs became the face of Ciroc in a joint venture with beverage company Diageo. Its growth has been consistent, and it keeps making noise on the scene. Combs told Fortune in 2014 he’s had challenges in diving into the liquor business but he keeps moving forward.
“With Ciroc, people may have thought that [the vodka] was for African-Americans. People wanted to put it in a box. So the biggest lesson I learned is that I had to work harder to overcome those perceptions and create a wonderful product regardless of my color, regardless of my celebrity. The reality is I have to work harder than other brands to do that.”