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While Scotland is best known for its Scotch whisky, it also is home to some smaller vodkas. Hip-hop lyrics and videos have featured liquor brands for years. Now one record label, Roc-a-fella Records, has invested in expensive vodka with the goal of developing a full-scale spirits division. Damon Dash, Roc-a-fella's 31-year-old chief executive officer, decided to invest after he saw the buzz created by rapper Jay-Z when he mentioned armadale in one of his songs. Jay-Z is Roc-a-fella's biggest star. In the music video for "Oh Boy," a song by Cam'ron, a Roc-a-fella Records artist, a member of Cam'ron's crew is featured dancing in front of the camera with a bottle of Armadale in each hand. Jay-Z also has incorporated Armadale into the lyrics of his song, "All I Need." In addition to hyping Armadale in its music videos, Roc-a-fella Records also sponsors parties complete with matchbooks, postcards and banners to help drive sales. Jay-z vodka
Asked about the challenges of the liquor business, Mr. Dash replies, "As long as we're sipping on the Armadale, it's all good." |
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