A$AP Rocky – Goldie
Cristal go by the cases, wait hold up that was racist/ I would prefer the Aces, ain’t no different when you taste it/ A 40 ounce to chase it, that’s just an understatement
Frederic Rouzaud, Louis Roederer managing director, publicly decried the relationship between hip-hop music and Cristal. Considering rappers were one major factor in the huge sales and popularity of the champagne, it was definitely a huge insult and blow when he stated this. Maybe he isn’t a racist, but it is hard ot really understand why they wouldn’t want the hip-hop relationship to continue. Even if you don’t like rap music, you still want business right? Anyways, A$ap Rocky mentions that he drinks Cristal but does prefer the Ace of Spades, made popular by Jay-Z, a strong critic of Rouzaud and his comments. A$ap admits that it has nothing to do with the taste, but rather the “racist” comments made by Rouzaud as the reason he purchases Aces. So there is one sale lost because of comments made 6 years ago. However, regardless of what he buys, the classic 40 oz. will always be at hand to chase down any beverage. Classy A$ap.
Maybe Rouzaud may not think anything of it, but his comments in 2006 were classic PR mishaps. DON’T criticize a huge market base just because you don’t agree with their music or culture or whatever (unless it is seriously out of touch with your image, which in this case it wasn’t). Have some cultural understanding and appreciation of your different customers and be open to many different markets you can attract. Otherwise, you will lose customers like Jay-Z and A$ap Rocky, as well as the fans that listen and idolize them.