Jay Z at War With Cristal

Cristal champagne has been the apanage of the sizzling world of hip-hop ever since the Notorious BIG sang about it in 'Cristal Forever' in 1996.

Now, it seems that the productive relationship rappers shared with the producing company is at an end. In an interview in the 'Economist', Frederic Rouzaud, one of the executives, stated that the association is unwanted and unasked for. Apparently, he considers that the fact that Cristal's affinity with gansta rap and all that it encompasses is actually detrimental to the brand.

Rouzaud said, quote: 'We can't forbid people from buying it. I'm sure Dom Perignon or Krug woul;d be delighted to have their business'. Maybe it wasn't his exact intention to offend anyone, although that was the stand taken by Def Jam director and successful rapper Jay Z.

After hearing the company's opinion, Jay Z declared that he intends to stop selling Cristal in his club 40/40 and in all his bars as a sign of protest for what he considers to be a 'racist' comment. Furthermore, he plans to boycott the Cristal company by denying it his support in his personal life, in his music and/or his establishments.

We have to mention that a bottle of the bubbling liquid was sold in the already mentioned club, 40/40, for a sum between $400-600. It will definitely be a major loss for Cristal, but a certain gain for the other two famous brands of champagne, as Jay Z also announced that he will, from now on, stack his bars only with Dom and Krug.