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Rapper T.I. signs exclusive contract with Rémy Martin

26 June 2010 No Comment

Rappers and Cognac. It might seem an unusual combination, but since the nineties they go hand-in-hand in America.

Where cognac used to be consumed by predominantly, white, wealthy elders, today it is Afro-Americans that make up for about 70 per cent of the total cognac consumption in the States.

That is chiefly accounted to the hip hop scene: Tupac, Busta Rhymes and Mac Dre – to name but a few– have all rapped about the amber-coloured drink, creating a new target-group.

Since 2009, rapper Ludacris even has his own Cognac label: Conjure, made by the cognac house Birkedal Hartmann. In the same year Hennessy launched Hennessy Black, teaming up with rapper Swizz Beatz who wrote a song for it: When I Step Into The Club.

Of course, Rémy Martin could not stay behind and, in June 2010, the French company signed an exclusive contract with rapper T.I. to be their spokesman in the U.S.

Credits: Flore de Vries

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