HIP-HOP BOYCOTT DOES LITTLE TO EFFECT CRISTAL SALES
Despite all the hype surrounding rapper and Def Jam Records President Jay-Z’s much-publicized boycott of Cristal, industry experts are saying it won’t do much good.
Advertising Age ran a story today suggesting that the spat between Jay-Z and Cristal’s Frederic Rouzaud are unlikely to affect Cristal sales. Losing its high-profile hip-hop association may cause little damage since Cristal was already doing well before rappers took notice. However, it is likely to lose its standing as the hip-hop world’s champagne of choice - perhaps Dom Perignon, another favorite, will take its place.
Dom’s owner, Louise Vuitton Moet Hennessy, also oversees Hennessy cognac, another hip-hop favorite. Historically, LVMH has always shown support for their urban consumers whose brands Dom and Hennessy ranked 12 and 6 in the 2005 “American Brandstand” survey.
Cognac producers have always enjoyed popularity in hip-hop. Hennessy’s rival, Courvoisier, saw a 30% rise in sales in 2002 and will sponsor the upcoming BET Awards after party.
But Cristal is a different brand altogether because it typically produces a much smaller caseload, and sometimes nothing at all during poor vintages. The fiasco “will not have any impact on our global sales because Cristal is largely sold out anyway," Xavier Barlier, VP-marketing for Roederer's U.S. distributor, Maisons Marques & Domaines, told Ad Age.
Advertising Age ran a story today suggesting that the spat between Jay-Z and Cristal’s Frederic Rouzaud are unlikely to affect Cristal sales. Losing its high-profile hip-hop association may cause little damage since Cristal was already doing well before rappers took notice. However, it is likely to lose its standing as the hip-hop world’s champagne of choice - perhaps Dom Perignon, another favorite, will take its place.
Dom’s owner, Louise Vuitton Moet Hennessy, also oversees Hennessy cognac, another hip-hop favorite. Historically, LVMH has always shown support for their urban consumers whose brands Dom and Hennessy ranked 12 and 6 in the 2005 “American Brandstand” survey.
Cognac producers have always enjoyed popularity in hip-hop. Hennessy’s rival, Courvoisier, saw a 30% rise in sales in 2002 and will sponsor the upcoming BET Awards after party.
But Cristal is a different brand altogether because it typically produces a much smaller caseload, and sometimes nothing at all during poor vintages. The fiasco “will not have any impact on our global sales because Cristal is largely sold out anyway," Xavier Barlier, VP-marketing for Roederer's U.S. distributor, Maisons Marques & Domaines, told Ad Age.
posted at 10:32 AM
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