Why Black Celebrities are Investing in Alcohol – NBA BALLER STEPH CURRY BREAKS INTO BOURBON INDUSTRY .

9 Celeb-Owned Alcohol Brands
  • Founders: Mike Meldman, George Clooney, and Rande Gerber.
  • Founder, Bethenny Frankel.
  • Instagram: @sarahjessicaparker.
  • Founder, Post Malone.
  • Founder, Travis Scott.
  • Founder, Kendall Jenner.
  • Co-Founder, Drake.
  • Founder, Kate Hudson.
The 15 Richest People In Wine And Spirits
  • Carlos Alberto Sicupira & family ($8.5 billion) …
  • Marcel Herrmann Telles ($10.3 billion) …
  • Charoen Sirivadhanabhakdi ($12 billion) …
  • Jorge Paulo Lemann & family ($15.4 billion) …
  • François Pinault & family ($40.4 billion) …
  • Bernard Arnault & family (158 billion)


Over the past two decades, rappers have constantly been investing their money in the spirit industry. In this industry, some of the most well-known rappers have sought to make a name. Celebrity rappers like Drake, Snoop Dogg, Pharrell Williams, Jay Z, Ne-Yo and Diddy have invested in an array of spirits. Diddy (Sean Combs) and Jay Z (Sean Carter) are the most famous examples of rappers finding success in this trade.

Only back in 2016 did we see Drake strike a deal with Brent Hocking to produce Virginia Black an American whisky. Jay Z also made headlines in 2021 when he reportedly struck a deal with Moët Hennessy. The deal concerning his brand of champagne, Armand de Brignac also known as “Ace of Spades”, reportedly netted him a cash payment of £214 million. Additionally, it has been reported that Diddy makes around eight figures annually for his 50/50 share in Ciroc which is co-owned by Diageo.

Previously we mentioned how P Diddy makes a reported 8 figures annually through his vodka venture. However, when Ciroc was first on the market it was actually the fiftieth ranked vodka worldwide. Only a few years later and the same vodka was ranked number two in the premium vodka category. With around 2 million cases a year being shipped it was only behind Grey Goose in this category, another household name in the spirit industry. It would be easy to assume that Ciroc is one of the key reasons Diageo sees continuing rises in profits.

Attaching your name to a product alone can bring revenue too. When Drake invested in Virginia Black the campaigns were not remarkable. Despite this when his whisky debuted back in 2016 it broke the opening-day sales record for Ontario, his home province.

Already articles have circulated on Rolling Stones and Vogue surrounding A$AP Rocky’s whisky debut. With Rolling Stones reaching an audience of 60 million monthly and Vogue having around 2.7 million a year in the UK alone we know media coverage will have been successful so far. In addition to this, a social media post he made on Instagram to commemorate the project as of the 28th of March already has over 900,000 likes. Where there is this level of hype surrounding a product there will be guaranteed sales.


Steph Curry’s career stats alone have solidified him as one of the greatest NBA players to date. In fourteen seasons, he’s averaged 24.6 points, was selected to play in 8 All-Star games, won 2 MVP awards and helped lead the Golden State Warriors to 4 NBA championships. While most would be satisfied with that alone, the dad of three is now also entering his hat into the bourbon industry.

Curry recently unveiled his new Kentucky Straight Bourbon, Gentleman’s Cut, which is slated to hit shelves soon. The 90 proof spirit, distilled in 500-gallon copper pot stills and then aged for 5 to 7 years in charred new white oak barrels, is near and dear to the point guard’s heart, as he is said to have been involved in every aspect of its creation—from start to finish. The bourbon’s profile is said to have notes of honey, fresh vanilla bean and rich caramel.

“Celebrations take on many different forms, from intimate gatherings to major milestones, and at the center of each memorable moment is a spirit rooted in history and tradition,” Curry said in a statement. “I’m proud to have helped carefully craft a new signature Kentucky Straight Bourbon, Gentleman’s Cut. This rich, complex and bold bourbon is the perfect offering to commemorate life’s great occasions, and will be part of a raised-glass toasting moment in the lives of my fans, friends and family.”

The bourbon will retail for $80 for the 750ml bottle. There is no word on which spirit retailers will carry the brand.

Exploring the Reasons Behind Black Celebrities’ Alcohol Investments

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The world of celebrity is one that has long been associated with alcohol. From the days of Hollywood’s golden age to the present day, many of the most famous black celebrities have made investments in the alcohol industry. This article explores the reasons behind these investments and why they are so popular among black celebrities. We will look at the financial benefits of investing in alcohol, the potential for increased visibility, and the potential to make a positive impact on the industry. We will also explore the potential risks associated with such investments, and the importance of understanding the legal and regulatory framework of the alcohol industry. Finally, we will look at how black celebrities can use their influence to make a difference in the industry.

Exploring the Reasons Behind Black Celebrities’ Alcohol Investments

The alcohol industry has seen a surge in investments from black celebrities in recent years. From Jay-Z’s ownership of Armand de Brignac Champagne to Sean Combs’ Ciroc Vodka, black celebrities have become increasingly involved in the alcohol industry. While some may see this as a sign of black celebrities simply trying to make money, there are deeper reasons for their investments.

The first reason is that black celebrities have long been excluded from the alcohol industry. While white celebrities have been able to capitalize on the industry for years, black celebrities have not been given the same opportunities. By investing in the alcohol industry, black celebrities are able to gain access to a market that has traditionally been closed off to them.

The second reason is that black celebrities are looking to create a sense of community through their investments. By investing in alcohol, black celebrities are able to create a space where people of all backgrounds can come together and enjoy a drink. This is especially important in a time when racial tensions are high and people of color are often excluded from certain spaces.

Third, black celebrities are looking to create a space for black-owned businesses to thrive. By investing in the alcohol industry, black celebrities are helping to create a space where black entrepreneurs can succeed and build wealth. This is especially important in a time when the wealth gap between white and


The investment of black celebrities in alcohol brands is a trend that has been on the rise in recent years. This trend has been driven by a variety of factors, including the desire to create a legacy, to increase their net worth, and to create opportunities for other black entrepreneurs. While there are many potential benefits to this type of investment, it is important to consider the potential risks as well. Ultimately, the decision to invest in alcohol brands should be made with careful consideration and research. By doing so, black celebrities can ensure that their investments are beneficial to both themselves and their communities.


Unholy Alliance: How African-American Stars & Big Alcohol Exploit Black People

by Brenda Mkwesha
Posted on March 1, 2016 in Alcohol Industry, Alcohol Norm, Alcohol’s Harm To Others, Corporate Consumption Complex, Policy, Social Justice, Sustainable Development, Tobacco Industry
Beyonce, Jay-Z and other African-American super stars – despite often being parents themselves – make an unholy alliance with Big Alcohol and by endorsing and promoting alcohol brands expose black youth to an avalanche of alcohol glorification; this really puts already vulnerable and marginalized youth in harms way…

Children between the ages of 13 to 15 years are most exposed to alcohol and tobacco imagery and lyrics on YouTube, according to new data published in the Journal of Epidemiology and Community Health.

This has to be red flagged by all parents, Ministries of Health, Education, Sports etc. But to my amazement it hasn’t raised the outcry that one should expect. Teenagers these days are always on the internet. I would guess that due to the smartphone, teenagers are on the internet most of their waking hours. YouTube has become the main mode of entertainment and no one seems to care what’s going on there. Not only YouTube but apps like Instagram, Twitter have also been used by Big Alcohol to market their products to minors and thus flouting the regulations to protect children and youth from alcohol ads.

Product placement, once banned and regulated on television is now popular in music videos since this is a loophole that technology has brought about. No one is really looking into how alcohol is being shown on the internet and this has permeated to teens who now see these in an avalanche of YouTube videos they stream or download.

Big Alcohol targets our children
Alcohol marketing targeting children and youth in the social media is only the latest trend. Alcohol advertising in more traditional media has been increasing, too.

In the United States, for example, research shows that

Before graduating high school, students will spend about 18,000 hours in front of the television—more time than they will spend in school.

During this time they will watch about 2,000 alcohol commercials on television each year. Alcohol advertisements reach youth not only through television, but also through other varied media, such as billboards, magazines, sports stadium signs, and on mass transit such as subway systems. In all, youth view 45% more beer ads and 27% more liquor ads in magazines than do people of legal alcohol consumption age.”

Alcohol ads overwhelmingly seek to link alcohol use with attributes particularly important to kids, such as friendship, prestige and glamour, adventure and sex appeal or fun. The fact that that youth report alcohol ads as their favorites is revealing. A U.S. study found that 8-12 year olds could name more beer brand than U.S. Presidents. A study in the UK found that kids were more familiar with alcohol brands than with brands for candy companies. These facts are telling considering that so many different products vie for the attention of our youngest.

Celebrities pave way for Big Alcohol into hearts and minds of kids
To me, it is especially disappointing that artists like Jay Z, Beyonce, Snoop Dogg, Ludacris, Pharrell, P Diddy or Lil Kim, Nas, Lil John, Big Boi, Ice T or Spike Lee are promoting alcohol products. Big Alcohol has been pursuing its thirst for profits ruthlessly for years, pouring in loads of money to recruit the biggest music stars, to celebrate alcohol. In an article entitled “Rhythm and Booze…” the Financial Times writes:

Alco-money flows to musicians, promoters, venues and record labels from endorsement deals and commercial partnerships. Last year the world’s largest brewer, Budweiser’s owner Anheuser-Busch InBev, took Coca-Cola’s place as the most active sponsor in the $1.4bn US music sponsorship market. Five other alcohol giants followed it in the top 10 list: Jack Daniel’s maker Brown-Forman, brewers MillerCoors and Heineken, UK multinational Diageo and US vodka distiller Fifth Generation.”

Big Alcohol’s objective is to glamorize alcohol use and to portray it as essential for everything that young people want to do and experience. And make no mistake, this is a well-thought out strategy and investment for Big Alcohol. Levels of alcohol product placement have risen rapidly. A Liverpool John Moores University study of UK top 10 hits in 2013 found that the proportion of songs mentioning alcohol or intoxication had increased from ca. 6% in 1981 to 8% in 2001. It then jumped to 18.5% in 2011. A Johns Hopkins Bloomberg School of Public Health study found that almost 25% of US chart hits between 2009 and 2011 were mentioning alcohol. And nearly 7% of them glamorized specific brands.

Most of those music superstars do have children of their own and honestly should know better than supporting the alcohol industry in targeting children and youth. It is quite clear that alcohol is a problem among artists themselves, how about children who still do not know how dangerous a drug alcohol is? How about children, who are much more easily influenced by marketing? They should instead be using their fame to build up children, not destroy them. At what cost?

[T]hese endorsements and partnerships with liquor companies do beg the question as to whether or not celebrities, particularly black celebrities, have a moral obligation to refuse advertising for (or selling) alcohol”, asked Charing Ball in Madame Noir magazine already in 2010.

Urban music – the umbrella term for music mostly originating from black artists comprising different genres such as hip-hop, R&B and rap – is extremely significant as a vehicle to target kids with alcohol glamorization. Almost 40% of urban music hits mentioned alcohol.

Black celebrities undermining their own community
It certainly has taken a very long time for Africans and African-American children to be able see black role models in business, academia, entertainment and sports. That is why I think it is especially alarming and discouraging that some of the most well-known black artists use their fame to peddle a drug. This study shows how African-Americans are targeted by Big Alcohol to hook youth onto their products. It’s the same tactic that Big Tobacco used to get black people addicted to their product at a young age.

From a social justice perspective, I don’t think it’s fair that disadvantaged youth are being waylaid into thinking that alcohol use is hip and cool – it’s just a disease waiting to happen and brings more burden to already weighed down communities.

And make no mistake, the endorsement deals are paying off, both for the alcohol industry and for the celebrities. The Financial Times reported:

In 2002 Combs guested on the rapper Busta Rhymes’s hit single “Pass the Courvoisier Pt II”. Its success sent sales of the brandy rocketing, although neither Rhymes nor Combs were remunerated for their roles in boosting it. The lesson was learnt when he hooked up with Cîroc in 2007: he insisted on a 50-50 split of profits. Sales went from 169,000 in 2008 to more than 2m last year.”

They are just not paying off for ordinary black people. An Alcohol Justice fact sheet provides the overview:

Alcohol is the most widely used drug among African-American youth and contributes to the three leading causes of death among African-American adolescents: homicide, unintentional injuries (including car crashes), and suicide.
While frequent heavy alcohol use among White 18-29 year-old males decreased in a ten year period (1984-1995) the rates of heavy alcohol consumption and associated problems remained high among African-Americans in the same age group.
African-American youth saw 34% more alcohol advertising in national magazines than did youth in general in 2004.
Evidence shows that youth of color in the United States disproportionately experience a variety of negative consequences caused by alcohol use. Due to the proliferation of outdoor advertising in minority neighborhoods (including massive billboards of music artists) youth of color are exposed to images of alcohol and alcohol-related behaviors in their communities on a daily basis.

Although African-American youth are less likely than White youth to use alcohol, evidence shows that the average number of alcohol-related problems experienced among African-American alcohol consumers was higher than among White youth who used alcohol.
The overexposure of black youth to alcohol marketing is a result of two key phenomena:

Many brands are directly targeting African-American audiences.
African-American habits of media consumption make that population more vulnerable to alcohol advertising in general because of greater exposure to media.
So, instead of our children having role models that care about promoting positive and healthy lifestyles, children and youth in the US and beyond – increasingly in Africa – are bombarded with videos, TV ads, product placements, sports sponsorships and massive billboards of black musicians, actors and actresses that glamorize and normalize alcohol and its use.

Exploitation of the vulnerable for ever more profits
It is vital that black celebrities realize that their actions are leading to the downfall of future African and African-American generations. Due to this bombardment of ads, billboards, sports sponsorships and product placement in music videos and movies, according to this study black youth are inundated by alcohol promotion.

The alcohol industry is systematically targeting disadvantaged communities through advertising and access, creating an extraordinary public health problem. Despite the well-known negative health consequences, alcohol products and imagery continue to pervade African-American youth culture and communities”, write Jernigan and Samuels in the Baltimore Sun.

What is especially heartbreaking is that these celebrities do not realize or do ignore the impact of their alcohol endorsements on their own community, on the people they should help lift up and empower.

This is an outrage to me as a mother and and an African. There is no escaping this ubiquity of alcohol ads. The onus is on our governments to regulate this type of exploitation that alcohol marketing continuously exposes black people to. Banning any type of alcohol advertising is mandatory if we are to raise children who will be able to build a better, more healthy and sustainable society. It is up to the celebrities to say no to this type of cheap money making antics and use their talents properly. It’s time role models stepped up and spoke out against Big Alcohol’s exploitation of the vulnerable and marginalized.

It is also time for parents and communities to rise up and say “Alcohol Ads Must Fall”. We have a responsibility to protect our children and our future. This is a matter of social justice, socio-economic progress and empowerment.

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