From Black GIs to Puff Daddy: how African Americans fell in love with cognac
Retrieved on:
Wednesday, July 12, 2023
Slate, Illmatic, World, Advertising, Food, Le Monde, Freedom, 54th Street (Manhattan), Table, BlackPast.org, Wine, Second Avenue, Marketing, Internet, Second, Military deployment, History, Person, Drinking, Cato Alexander, Busta Rhymes, Hennessy, Social media, Traction, Charente (river), Love, Family, African Americans, Film industry, Nightclub, Book, Music, African, Black
According to popular media and industry folklore alike, African American cognac consumption dates to either or both world wars.
Key Points:
- According to popular media and industry folklore alike, African American cognac consumption dates to either or both world wars.
- In this telling, Black GIs sent to Southwest France fell in love with the bottled spirit as much as the spirit of a country they perceived as decidedly less racist than home.
- This year Le Monde published a story about cognac’s popularity among America’s rap artists, recapitulating the same wartime genesis.
A century-old affair
- There is no evidence to suggest that it’s anything more than romantic myth, and the story certainly invites questions.
- Why would Black soldiers become enamoured of cognac specifically, but not wine, which is consumed much more by the French?
- Why would Black soldiers alone fall for cognac’s charms, but not their White counterparts?
- Formerly enslaved Manhattan tavern owner Cato Alexander is just one example who brings to life African American knowledge of cognac.
Hip hop and cognac
- Founded in 1945 by John H. Johnson as the first nationally-circulated magazine designed to showcase Black success, its pages helped position cognac as the perfect emblem of comfortable Black affluence.
- Jay-Z’s 2012 venture as a cognac brand owner with d'Ussé represents the long outgrowth of cognac’s bursting onto the hip hop scene in the 1990s and early 2000s.
- Nas claims to be the first to include cognac in his rhymes – for example, “Memory Lane (Sittin’ in da Park)” on 1994’s Illmatic.
- It’s a story that casts cognac as part of the family, a marker of freedom, and a vehicle to repudiate American racism.