Pimp Out Yo’ Ice Box

What do the hip-hop heavyweights stack in their fridges?

Hip hop has always liked a drink. During the ’80s and ’90s, keepin’-it-real rappers stuck to name-dropping corner shop boozes, like ‘Heiny’ (Heineken) and low-rent fruity cognac Alizé. But as rap moved into the golden-grilled ‘bling’ era, hip-hop stars celebrated their fatter pay cheques by popping much bigger corks. Busta Rhymes’ 2002 hit Pass The Courvoisier Part II took the trend for high-end drink lyrics mainstream, and sales of the cognac surged by an impressive 20%. Soon, bottles of Louis Roederer Cristal were finding their way into videos, with hip hop’s endorsement causing the champagne to become desirable to all. But rap’s love of Cristal evaporated when the brand declared the ‘bling’ association had becoming damaging. Rappers wised up to their influence, and began demanding cash to imbue brands with their cool: Jay Z is rumoured to endorse Armand de Brignac champagne ($300 a bottle) for $4 million a year. Other artists launch their own: see Ludacris’ Conjure cognac, P Diddy’s Cîroc vodka and, er, Pitbull’s Voli vodka. We’ve compiled the ultimate hip-hop rider, so ditch the lagers this month and cram your fridge with this lot instead.

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The ultimate hip-hop rider

Hennessy Cognac, ₹13,500

“It’s in a brown bottle/ Hennessey” – 2Pac, Hennessey

Heineken Lager, ₹155

“Rolled up another blunt, bought a Heineken” – Notorious BIG, Party And Bullshit

Armand de Brignac Champagne, ₹30,000

“Spillin’ Ace on my sick Js” – Kanye West, N*ggas In Paris

Grey Goose Vodka, ₹4200

“Grey Goose and a whole lotta hydro” – Nas, Made You Look

Patrón Tequila, ₹7500

“Bring another glass of Patrón with one more lime” – Drake, One More Time

Colt 45 Malt Liquor, ₹860

“Drunk offa love like a Colt 45” – Snoop Dogg, Boom

From the May 2014 issue of FHM India.