Armadale (liquor)

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armadale vodka - armandale vodka is a superpremium vodka from

Scotland and is made for all the thirsty fans
who watch hip hop music videos. The triple-distilled 

imported vodka retails for about the same as superpremium

vodkas such as Grey Goose and Belvedere. Roc-a-fella Records
purchased the U.S. rights to Armadale Vodka in spring from 

William Grant & Sons, a Scottish distiller, and formed a co-venture with the company. The bottle is clear, with a black banner that wraps

horizontally around it, and a small, simple red-plaid Scottish tartan design.

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."