Whilst a lot of hip hop artists are already heavily involved in brand extensions in alcohol, it seems the majority of these are in ‘bling’ luxury goods; those with an immediate obvious appeal and blatant expense, such as vodka. Which is easy to understand. But one of the more street artists, Lil Jon, has launched the Lil Jonathan Winery, after some promotional bottles he issued under his name got such a good reception.
I don’t feel that this kind of brand extension sits as comfortably as his others (he already has an energy drink brand). But what I feel, as someone who is so far removed from the target audience, doesn’t matter at all in this case!