Wine and hip-hop, totally in agreement

At the beginning of the millennium, American hip-hop stars set their sights on cognac. Its mention in music videos and lyrics saved the crisis-hit industry of this Charente grape brandy, 97% of which was consumed abroad by 2025. Like champagne, it is brandished by the milieu as a status symbol, favorable to business – Jay-Z ambassador and co-owner of the D'Ussé cognac brand and also owner of Armand de Brignac champagne associated with LVMH since 2021. As for wine in general, it sometimes points to the worms, at KMD ( Sweet Premium Wine , 2000) or Big Sean and Kanye West ( Marvin & Chardonnay, 2011), and for the past ten years, it has been hip-hop that has been patting it on the back.

On his YouTube channel with a million subscribers, rapper Action Bronson tastes the best of world cuisine on camera in an excess of superlatives, a concept initiated in 2016 in his show Fuck