There was a point in Hip-Hop history where rapping about downing a 40 ounce of the finest (read cheapest) of gas station malt liquors was all an MC needed for a little street cred. But now, in the famous words of The Notorious B.I.G., “things done changed.” And so have rapper’s palates.
Today’s rappers are bottle poppers and champagne spillers, mostly only sipping on alcoholic beverages that have some sense of status. One drink that has become entrenched in the culture despite not having an official figure-head in the genre is Patron tequila, highlighted in the Yung Joc club banger “Patron” off his 2006 album New Joc City.
While other brands of tequila like 1800 and Don Julio have been popular for decades, in the early-2000s everyone was uncorking that Pat Ron which gained popularity in Hip-Hop circles thanks to a lot of help from songs like Joc’s.
Produced by Dwain “Kochease” Warren, the song’s video game-like track is punctuated by the baritone rhyme slinger suggesting, “I’m on that Patron, so get like me,” on the chorus.
He later raps about the drink’s intoxicating qualities,
“I mix Patron and Everglow, I call it anti-freeze
Take one sip her drawers fall to her knees”
Ten years later, and Patron is still pouring up, having expanded their brand to keep up with the growing popularity with several flavors including, Patrón XO Cafe Dark Cocoa, Patrón XO Cafe Incendio, Patrón Citrónge, Patron Lime and Patron Mango.
Hopefully, J-O-C at least got a royalty check for his part in one of Hip-Hop’s lengthiest ad campaigns. Shots for everyone!