Rap attention just fine with some companies

Cristal-clear snub
Jay-Z, who has made numerous references to Cristal throughout his career, pulled the champagne from his sports lounges, where bottles sold for $450 and $600. And, at a concert this week at Radio City Music Hall, the Def Jam Recordings president omitted "Cristal" from some of his lyrics.

"What they don't seem to have been interested in is seeing the popularity of Cristal in hip-hop culture," James said of executives at Cristal, which ranked No. 8 in mentions in songs last year. James' company, Agenda Inc., compiles the list.

"I can't imagine Cristal recovering very quickly. It (hip-hop loyalists) was a huge part of their market," James said.

Noel Hankin, vice president of multicultural initiatives at Moet Hennessy USA, said his company, which markets Hennessy, Dom Perignon and Belvedere, among other drinks, said his company welcomes the association.

"We appreciate that business. We want it. It's critical to our business success," Hankin said. "We've never had any hesitation or reservation about embracing the hip-hop community."

Moet Hennessy has sponsored the televised Vibe Awards, where bottles of Moet were conspicuously visible on tables. Hennessy ranked No. 6 on Agenda's report.

Louis Vuitton, which tied with Cristal at No. 8 on the list, declined to comment on the association. So did No. 2 Nike.

'Good for the brand as a whole'
John Crawford, a spokesman for Bentley Motors (No. 4) released a short statement that said in part that the company "believes that increased interest in the marque, from any quarter, is good for the brand as a whole."

An executive at Mercedes-Benz, part of DaimlerChrysler AG, viewed the attention from a business standpoint.

"Hip-hop is really a language of the younger generation and it's always great for a brand to be relevant with the younger or next generation of buyers," said Kass Dawson, who heads emerged markets at Mercedes-Benz.

"We consider it a compliment of the highest order," Dawson said, adding that Mercedes has sponsored events related to awards shows and hip-hop magazine parties. "It really speaks to what our brand stands for — the success, status, aspirations."

Cadillac spokesman Kevin Smith gave props to celebrities, including rappers, and their fondness for the Escalade for the company's resurgence. Cadillac has loaned vehicles for placement in videos and movies, he said. For the prototype of the 2007 Escalade, the company invited about 35 celebrities to an exclusive viewing.

Even Rouzaud, the executive atop the Cristal brand, seemed to realize the potential impact a boycott by hip-hop devotees would have on his bottom line.

After Jay-Z announced the boycott of Cristal, Rouzaud issued a statement to "set the record straight and express our gratitude that people from a diversity of cultures and countries have been enjoying our wine."

Rouzaud characterized Jay-Z's accusations as "unjust." Moreover, Rouzaud said, the company has been "a little bit dismayed at seeing our wine sprayed around in celebration instead of being savored in a glass," in reference to scenes in rap videos.

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