Sex, drugs and rock n’ roll has always been associated with young musicians. And judging by music videos, lyrics and social media that truth is not going away any time soon.
With that in mind, it makes sense that some of today’s biggest artists are throwing their dollars and influence behind alcohol brands.
Courvoisier may be a brand of the past, but many rappers are still about that cognac life. Ludacris has arose as co-owner of the Conjure cognac while Jay-Z has aligned the S. Carter brand with the Bacardi-produced D’USSÉ. Rick Ross endorses the black bottle Belaire Rose champagne. And Diddy has transcended cultural boundaries with his Ciroc vodka fold.
Now, the latest artist to enter the alcohol arena is Nicki Minaj.
A couple of weeks ago Nicki announced that the major chain grocery store Food Lion has picked up her Myx Moscato in VA, NC and SC. Shortly afterwards I happen to be visiting one of those locations for a girls-only outing so I thought, “Perfect. I’ll pick that up for the party. All of my friends love Moscato.” Unfortunately, I was unable to find it, but I wondered if my search was a common reaction to celebrity owned and endorsed alcohol.
Are people more likely to try an alcohol brand based on celebrity ownership or endorsement?
Well the results are in and it seems I’m on the short end of the spectrum. Eighty-eight percent of 110 people asked said celebrity endorsements had no impact on their alcohol purchases. Among the reasons for the landside included taste. It seems reasonable that most people don’t want to shell $30 plus if they’re unsure of the taste. Adding to the fact, most people have proven to be loyal to brands.
In 2010 study conducted by The Nielson Company, when asked how their alcohol purchases have changed since before the start of the recession, more than three-quarters of beer (83%), wine (76%) and spirits (81%) drinkers have not changed the products they purchase.
I suppose if a recession can’t get drinkers to switch it up, it’s safe to say Nicki can’t either.
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