Shawn Carter v. Frédéric Rouzaud
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| Racist? Classist? Neither? |
What made Mr. Shawn Carter aka Jay-Z go FROM THIS:
“…We ride, all day, all night. Pop Cris’, shoot dice…”-Snoopy Track &
“…Let's take the dough and stay real jiggy, uh-huh. Sip the Cris' and get pissy-pissy…”-Hard Knock Life
TO THIS: “…I used to drink Cristal, them f-ckers racist, so I switched Gold Bottles, on to that spade sh-t…”-On To the Next One &
“…H.O.V.A. Gold bottles of that ace of spade…”-Show Me What You Got
An article or more importantly, a quote, in an article titled “Bubbles and Bling” in the May 8, 2006 Economist. When asked if an association between Cristal and the hip-hop lifestyle could actually hurt the brand Louis Roederer’s managing director, Frédéric Rouzaud said, “That’s a good question, but what can we do? We can’t forbid people from buying it. I’m sure Dom Pérignon or Krug would be delighted to have their business.”When Jay-Z got wind of this his very public response was, “It has come to my attention that the managing director of Cristal, Frédéric Rouzaud views the ‘hip-hop’ culture as ‘unwelcome attention,”’ Jay-Z said. “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.”
Immediately both he and wife, Beyonce ceased ordering bottles at restaurants and almost immediately following, Jay Z replaced Cristal with Krug and Dom Pérignon in all of his 40/40 Clubs. Then what of these ‘gold bottles of ace of spades’? Well, its reported that Jay-Z spotted Armand de Brignac in a liquor store in New York a while after his public boycott of Louis Roederer and was so taken with the bottle design that he ordered three cases from the estate to be featured in his music video “Show Me What You Got”. And now Armand de Brignac is Jay Z’s staple champagne ‘bling’ of choice.
When made aware of Jay Z calling his comments ‘racist’ and his boycott of Cristal, Mr. Rouzaud publically released this answer: “A house like Louis Roederer would not have existed since 1776 without being totally open and tolerant to all forms of culture and art, including the most recent musical and fashion styles which -- like hip-hop -- keep us in touch with modernity.”
I scoured the Internet looking for where Mr. Rouzaud said the hip-hop culture swigging Cristal was unwelcome attention and found no such quote. The sub-heading of, “Unwanted Attention” followed by Mr. Rouzaud’s comments, quoted above was penned by the writer of the article. It was not a direct quote. Perhaps Jay Z stating that those words ‘unwanted attention’ came from Mr. Rouzaud was a like the child’s game telephone; what was first told by one goes through so many others that it was no longer what was said in the beginning.
An interview before turning over the reigns to his son, Frédéric, Jean-Claude Rouzaud said of his champagne: “We make our champagne for that 3-5% of consumers who really know wine and who take the time to taste it correctly.” Louis Roederer wants people to drink their champagne at the proper temperature, served in the proper glass and enjoyed in the proper way. I get it. They want their champagne to be savored not gulped...Racist? Nah. Classist? Maybe. True lover a wine? Absolutely.
Lets be Howard-Stern-Style-Honest: All luxury brands spend time, money and a lot of resources to make sure their items are not just well made but known to be made well and those who eat, drink, wear, drive them are amazing for doing so. That is why in America, most Americans feel eating Beluga caviar, drinking Dom, wearing Louboutins and driving a May Bach means you have arrived-you are successful-you are wealthy and you are one to be envied by all who don’t.
As a wine lover and sommelier I am saying wine should soothe you, entertain you, help you celebrate and bring out the flavors of your food. It should bring people together, not pull them apart.
Countess Rose Perry, Certified Sommelier
VINOCAPISCOINC.COM
