COGNAC AND AMERICAN RAP
|JAY Z drinking D'USSE !|
The reputation of French cognac hides a dual personality: the French do not drink. They export over 97% of production, according to the Office of Tourism Poitou-Charentes region of origin of Cognac. The United
States is their largest customer, and it is the African Americans who consume a vast majority of sales.
The history of the rise in popularity of cognac in the United States is well known amateur: in the 1990s, sales of cognac were lethargic and industry was responding to a populated image of old musty odor. And then references the cognac began to appear in the lyrics of rap phenomenon which culminated in 2001 with the tube Busta Rhymes and P. Diddy, "Pass the Courvoisier", which was boosted sales by 30%.
A story that is not born with the rap
But do not talk of comeback . It was almost two hundred years Americans drank cognac when it is introduced in the lyrics of rap. Former export Chateau de Cognac and Martell documents reveal in the nineteenth century deliveries of cognac in the United States, where its refined sweetness was a popular drink of high society and a welcome escape foul spirits and too young overflowing the world pioneers. Manuals American distillation of the early nineteenth century advocated methods to mimic the cognac alcohol
The relationship between the cognac and African- American consumers began later, when black soldiers stationed in the southwest of France discovered during the two world wars . The link between producers of cognac and black consumers was probably strengthened by the arrival of artists and musicians such as Josephine Baker black , which flooded the Parisian jazz clubs and blues during the inter -war years , says Dr. Emory Tolbert, professor of history at Howard University .
For African Americans , the elegant cognac country celebrating their culture instead of marginalizing should have a taste of honey. The country, the most common choice was whiskey , produced by companies that gave their bottles names or Confederate leaders appealed to nationalism of the Southern States with brands like Rebel Yell alcohol. Surprising that many African Americans have found the cognac gave them a better taste in the mouth.
In the postwar period , the U.S. market took on a even more critical for cognac producers . It was at this time that the tape was introduced on the French market , where it ousted cognac says Patrice Pinet , cellar master of Courvoisier . "Today, France drink much whiskey as it produces cognac " he said .
Since then, four major cognac - Courvoisier , Hennessy, Martell and Rémy Martin have carefully studied all the American market and adapted their products accordingly. When Courvoisier found for example, that Americans bought cognac and Moscato for drinking together , he helped to skip a step in creating Gold , a product where the two spirits were already mixed .
Rémy Martin sells its growing Chinese customer cognac in an octagonal bottle, because the number eight lucky in China. Louis Royer Cognac kosher product exclusively for the New York market. This fall, in the town of Cognac, Hennessy sponsors an exhibition of photographer Jonathan Mannion, whose net and unique pictures of the stars of hip-hop capture the mood of a typically American genre that has boosted its sales and has arguably become the lingua franca of global pop culture.
Fitting tribute to the fact that governing labeling regulations aside, cognac has never been the prerogative of France.