Top 10 rap star spirits brands

Rappers have long-been associated with the glamorous world of drinks, endorsing labels across Cognac, vodka, Tequila and rum, even snapping up brands for themselves.

Click through the following pages to discover the top 10 rap star spirits brands

The exclusivity and bling of many spirits categories make the industry appealing to those in the similarly hedonistic world of hip hop.

While some of the world’s most famous rap stars simply make their favourite label known through their song lyrics, others lend their face and name to the marketing initiatives of the brand and even buy a stake in the company.

Others, such as Ludacris and Xzibit, are involved with the formation and launch of the brand from the start. Meanwhile, entrepreneurial music moguls such as P Diddy are blazing a trail across the sector, acquiring a number of brands for their own business stables.

Snopp Dogg made his first foray into the spirits world just last week, but which other rap stars have entered the industry in recent years? Click through the following pages to find out.

Snoop Dogg – Cuca Fresca

The most recent rapper to enter the world of spirits is Snoop Dogg, who became an ambassador and shareholder of Cuca Fresca, a premium artisanal cachaça, just last week.

Potentially inspired by the Brazilian craze of the FIFA World Cup, Snoop said: “I’m excited to partner with the good people at Cuca Fresca. I have mad love for the Brazilian people and culture, and look forward to spreading the word about cachaça and the cool vibes of the country to the US.”

Cuca Fresca claims cachaça is one of the fastest-growing spirits categories in the US, and is “poised to be the next ‘it’ spirit” on the market.

P Diddy – Circo

In 2007 the rapper and music mogul known as Puff Daddy, P. Diddy and Sean Combs, signed a multi-year partnership deal with drinks group Diageo to become the spokesperson for ultra-premium vodka brand Ciroc, negotiating a 50% return of the profits.

The grape-based vodka has proven to be one of the success stories in celebrity spirits endorsements, becoming one of the fastest-growing brands in the super-premium vodka sector.

As well as the original variant, Ciroc comes in peach, coconut red berry, amaretto and recently launched pineapple flavour.

P Diddy (again) – Deleón

P Diddy with Larry Schwartz,

P Diddy partnered-up with UK drinks giant Diageo once again this year in a 50/50 joint venture to acquire the ultra-premium Tequila brand Deleón.

“Expanding our relationship with Sean Combs into Tequila was a natural choice given Sean’s ability to galvanise support for luxury brands, as we’ve seen with our work together on Cîroc,” said Larry Schwartz, president of Diageo North America.

The luxury Tequila collection, originally founded by drinks entrepreneur Brent Hocking in 2008, is priced between US$140 and US$825.

Ludacris – Conjure Cognac

Rappers are known for their love of Cognac, and Move B*tch performer Ludacris is no different, becoming co-owner in his own brand of Cognac in 2009.

Said to be handcrafted by the hip hop star himself, Conjure Cognac is a blend of Ugni grapes from a variety of Cognac regions, including Grande Champagne, Petite Champagne and Borderie made in collaboration with Kim Birkedal Hartmann, owner of the cognac house Birkedal-Hartmann.

PitBull – Voli Vodka

US-Cuban rapper Pitbull, who produced hits such as International Love, is the official ambassador for low calorie drink Voli Vodka, in which he also owns a stake.

He featured the spirit is his song Give Me Everything and also refers to the brand in the lyrics for Rain Over Me.

In May this year, Pitbull sued the New Amsterdam Spirits Company, a subsidiary of E&J Gallo Winery, for naming one of its vodka cocktails “The Pit Bull”, a cocktail also created by Voli Vodka.

Xzibit – Bonita Tequila

Preceding P Diddy, in 2012 famed US rapper Xzibit launched his own brand of ultra-premium Tequila in collaboration with Bonita Spirits.

Xzibit, who created tracks such as Front 2 Back and Multiple, became a partner in Bonita Spirits, which was founded in 2010, after owner Chris Brown sent him one of the first bottles of Tequila produced to try.

Made from 100% organic blue agave, Bonita is also chill-filtered three times and hand-bottled at the Mexico distillery in pure crystal with a black satin tie.

Pharrell Williams – Qream

In another Diageo-US rap star tie collaboration, the drinks giant enlisted Happy and Blurred Lines music producer and hip hop singer Pharrell Williams to front the launch of its feminine Qream liqueur in 2010.

Williams reportedly was so hands-on with the launch that he helped Diageo conceive the two available flavours of strawberry and peach.

However relations turned sour in January 2013 when Williams sued Diageo for US$5 million, claiming the UK group was to blame for the failure of the brand. The singer claimed that Diageo “put no effort in producing or distributing” Qream, which was put up for sale in 2013.

Timbaland – Le Sutra

Timbland set his sights on revolutionising the liqueurs category in 2012 with the launch of Le Sutra in collaboration with former Sidney Frank and Grey Goose entrepreneurs.

Supposedly inspired by the Kama Sutra mantra “The Spirit That Binds Us Together”, Le Sutra is available in four flavours: Grape, Peach, Strawberry and Blueberry.

“Everything that I create is groundbreaking and Le Sutra is no different,” said Timbaland. “With its innovative ingredients and design, I’m confident that we’ll gain a loyal and eclectic consumer base. My infectious style has helped produce career-defining hits for artists worldwide, and now I’m guaranteeing another hit with Le Sutra.”

Ne-Yo – Malibu Red

The Grammy award-winning singer-songwriter was enlisted by Pernod Ricard in 2012 as the creative director for Malibu Red, a blend of Malibu coconut rum and Olmeca Tequila.

The R&B star even penned a single Burnin’ Up to promote the spirit. Developed by both sensory experts and bartenders, Malibu Red is described as having a “refreshing and smooth coconut taste” with “rich characteristics of premium Tequila and a signature fiery finish”.

Jay Z – d’Ussé

While it has not been officially confirmed that Jay Z has indeed acquired a stake in premium Cognac d’Ussé, the rap star has most certainly adopted it as his brand of choice, giving it heavy exposure.

He was even seen drinking d’Ussé straight out of his Grammy trophy at the 2013 Grammy Awards. However, it’s possible Jay Z may splash out on his own Cognac brand in the future after it was today revealed he moved into the business of luxury drinks with the acquisition of Armand de Brignac Champagne.