Monday, June 19, 2006


The shit has hit the fan for Cristal and is blowing in the direction of their MD Louis Roederer. The article in the “Economist Bubbles & Bling” (posted below) where Roederer was quoted as saying "We can't forbid people from buying it (hip hop community). I'm sure Dom Perignon or Krug would be delighted to have their business" has caused a serious backlash on the Cristal brand. Triggered by Jay-z who boycotted the drink from his Sports bar franchise, Ja-Z responded "It has come to my attention that the managing director of Cristal, Frederic Rouzaud views the 'hip-hop' culture as "unwelcome attention." I view his comments as racist and will no longer support any of his products through any of my various brands including The 40/40 Club nor in my personal life. Just as Rouzaud stated, 'I'm sure Dom Perignon or Krug would be delighted to have their business,' Jay-Z and the 40/40 Club will now be serving only Krug and Dom Perignon to their customers seeking high end champagne products."

Watching Cristal’s sales over the next 2/3 months is goanna be pretty interesting and indicative of Hip-Hops real influence on the brand. Read more here.


Anonymous Anonymous said...

repercussions will be minimal. I seriously doubt rappers constitute a major chunk of Cristals target...and their influence on the existing target is minimal... As for Jay-Z accusing the MD of racism I think that's a little over the top. Not wanting to be linked to a industry filled with profanity, degradation of women and the occasional hip hop war, (Jay -z being a protagonist in some) is simple branding logic.
Jay-Z didn't make Cristal he merely used it as a symbol of wealth and further dissociation from his origins.

3:18 PM  
Blogger Saile said...

" According to Agenda Inc., a brand strategy agency that tracks mentions in Billboard's top 20 songs, Cristal ranked number eight in 2005, behind other brands such as Mercedes, Nike, Bentley and Rolls Royce."

Do you think the likes of Nike & Mercedes are going to follow Roederers? Most unlikely. They're getting free Radio & TV Air time.

"But its hurting the brand and our existing consumer base." No it hasn't, its just crossed boundries into a huge consumer group. Cristal's become a very well recognized brand now.

And if they're still worried about their image,oh well...nothing a good-old fashioned image-polishing campaign cant fix up.

3:27 PM  

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