Alcohol describes a moment of happiness. If you spoke to the average person, there is no doubt that they have stories about alcohol consumption. Alcohol is either pleasurable or is it poison with a colorful label and a fancy jingle. Regardless of your opinions, consumers deserve more than a product.
As a kid I grew up in a household with items that were dangerous, but I also knew not to touch them without supervision. Of course, as a kid you had a ravenous appetite, which can sometimes get you into trouble. Fried eggs were the meal of choice because they did not require too much cooking skills. All you needed was either butter or oil, but what I did not realize was cooking with high flames is never a promising idea. When you see and smell smoke, seconds later the fire detector goes off. When these incidences play out in your head, it serves as a small reminder to always listen to your elders.
Parents have a crucial role, and it is not only about providing and protecting but also teaching discipline. When my parents would have social gathering they played music, ate food, and drank alcohol. To be honest that was the only time I saw my parents’ consuming alcohol, otherwise it sits on a shelf or a mini bar for years. This was never an issue because we thought that alcohol did not have an expiration date. In this day and age with all of the scientific studies, we know more about alcohol. Whether it has an expiration date or it is to ensure that we keep spending, is something for the public to decide. We can agree that we have at least one bottle in our apartment or house for so long that it has become a souvenir.
Thinking back, my parents trusted me and my siblings not to drink. I was not interested in alcohol because of its looks but more of the joy it created amongst people. Imagine being able to see your parents along with their friends dancing and laughing. Whatever was in that bottle must be a truth serum or the secret to success. My siblings and I did not touch any of the bottles, but it happens under one condition. When all of the adults have empty cups, then we would refill them. Depending on what type of drink you were pouring, that aroma was strong enough to make you dizzy. Vodka and wine created the same effect despite the difference in the amounts of sugar.
Alcohol sparked your interest without consumption through the media. A vast majority of movies, tv shows, or any other form of media include alcohol usage. There is no way to escape the temptation, but you do have a choice to say no and stand on business. By a show of hand, tons of people would say I do not drink unless I am with friends. Social conformity describes a person who avoids loneliness by following the masses. If your friends are drinking alcohol, do you think that it is the perfect time to ask for water? In theory, the answer is yes, but the odds stacked against you. Large consumer brands are the shepherds and we the consumers are all flock.
Diageo is a British multinational beverage company that pulls in over ten billion dollars in revenue each year. If you are not familiar with the brand that is fine, because it is a conglomerate. The company owns brands such as Cîroc vodka, Henessey, and Don Julio. In 2007 Diageo and Sean Puffy Combs decided to enter a partnership. Over the years Puffy was able to take the struggling vodka brand to new heights while receiving fifty percent of sales on each bottle sold. It was not until the recent allegations brought against Combs that Diageo decided to part ways this year. Warren Buffett once said, “it takes years to build a reputation and five minutes to lose it, if you think about that you’ll do things differently.”
When you think about alcohol, I want you to also think about Hip Hop. P. Diddy used has rap influence to help market the product to mostly African American consumers or rich people. Artist as influential people who have the power to cultivate a mass following. Just type in your favorite artist on Instagram, Spotify, or Apple music. Music is free advertising, and it is a strategy that would never fail. There are hundreds of people living in poverty, the hood, and or ghetto that idolize these people so much that they choose to make ridiculous investments with their time and money. Imagine living like that but yet you choose to buy a fancy ride and drink alcohol, while posting heavily on social media. I encourage you, the reader, to take time and pay attention to Black culture and get sense as to why “foolish priorities rules minorities.”
Hennesy or henny is one of the most popular beverages on the planet. People like to mix the drink with red bull or smoke marijuana, it makes you feel invincible. Whether or not it is an innovative idea to do so, Hennesy will always remain the cognac of choice for most African American people who care about status. Circling back to what I said earlier, hip hop introduces people to brands that they did not know existed. Hip Hop is how you learn about politics, women, fashion, cars, alcohol, and life. One thing that I notice about alcohol is that when it gains popularity, especially among rappers, the price for that product increases. Having a talented rapper like Nas in a commercial is historic but it does come with a price. It is the nature of business, but as a consumer price increases due to marketing or inflation is not favorable.
Don Julio is a tequila brand that taste good with pineapple juice or if you prefer it straight. Aside from taste, the price of a bottle is expensive, and it costs more at clubs. I knew of the brand because I enjoyed researching businesses prior to attending parties with my friends. Whenever you hold the bottle to pour yourself a glass, do expect people to admire your taste for the finer things. There is a guy on Instagram that created a jingle called Don Julio- Holli Tv. It is catchy especially if you are at a party and it is time to get your drink on. At this point we do not need anymore examples of how Black people are great for marketing but do not receive anything in return. As a shareholder or business owner, why would I complain despite the negative effects of alcohol consumption?
In the American society alcohol consumption helps to solve problems such as depression, anxiety, and loneliness. It is ironic that the cure is also the disease that has led millions of people into turmoil. During the prohibition era the U.S government decided to fight against the mafia by banning alcohol. Crime increased very quickly, and it was time to change tactics on how to stop crime families from controlling New York. Racketeer Influenced and Corrupt Organizations Act (RICO) to put gangsters in prison with long sentences other than being guilty of murder. “Kill one to save a thousand” is a quote that comes to mind.
Despite the usage of alcohol, it does have negative effects on the human body. The list includes liver disease, hypertension, oral cancer, cirrhosis, and stroke just to name a couple. Do not indulge with the hype of the sugar rush experience that occurs after drinks. After being high for an abbreviated period of time, you will come down with a hard landing. Everything that tastes good is not good for your health. Sin stocks or companies such as alcohol and tobacco realized that presentation and tastes are more important than long term health. Afterall, I have a product to sell and politicians to fund, so why should I be concerned about consumer health?
African Americans help contribute about 20 to 30 percent of the overall spending on alcohol, which came in at a record 304 billion dollars last year. I know that alcohol is a major part of life, and it is as good as gold. Who am I to tell you to stop drinking, but I can encourage you to start thinking. If you want to fuel your obsession, go ahead, but remember nothing in life is free. Companies benefit from marketing but does the consumer get anything in return other than a like or comment. We have gotten rid of the bartering system to use fiat currency. In other words, before you go parading around about a beverage company, ask yourself where is my return on equity (ROE).