That's right, our very own Editor-in-Chief was interviewed recently about the connection between liquor companies and hip hop, and he's pleased as punch (not to get too street on you) to be included in the story. He also said that "according to Mos Def, Hennessy is runnin' this rap shit," but apparently that didn't make it to print.
To Jake Jamison, editor of the blog liquorsnob.com, these associations make perfect sense. "It started with [musicians] talking about what they're interested in. Then liquor companies got savvy," he said of the evolution. "It's like athletes sponsoring shoes. The name checks get the brand name out there."