St. Ides
St. Ides was originally a non-high gravity malt liquor, marketed since the 1980's. Now, St. Ides (also known as The Crooked I) is a potent brand of malt liquor that is manufactured by the Pabst Brewing Company. The beverage contains 8.2% alcohol by volume, which puts it at the high end even for the high-alcohol malt liquor category of American lager beers. In addition to the plain St. Ides, the beer is also available in a number of "St. Ides Special Brews" that add a variety of flavorings, including mint and various fruit flavors, to the beer.
Marketing
The St. Ides brand has made use of celebrity endorsements by rappers in the past. Rappers Andre Nickatina, Ice Cube, 2Pac, Dr. Dre, Snoop Dogg, Warren G, Nate Dogg, MC Eiht, Scarface, Wu-Tang Clan, Project Pat, King Tee, DJ Pooh, The Notorious B.I.G., Eric B & Rakim, EPMD, Method Man & Redman, Cypress Hill, RBL Posse, Luniz, and the Geto Boys. It has been parodied in the movie Don't Be A Menace To South Central While Drinking Your Juice In The Hood with the name 'St. DiES'. Chuck D appeared in a St. Ides advertisement once, but sued the brand's then-owner, the McKenzie River Brewing Company, for using his voice without his permission; he had long taken a strong stance against malt liquor advertising. Also, indie rock musician Elliott Smith recorded a song titled "St. Ides Heaven" for his 1995 self-titled album.[1] The reggae/alternative rock band Guapo recorded the song 'St. Ides' in 1996, written by Richard Manweller (on rhythm and lead guitar) and Elias Brunn (on drums). Subsequent releases included bassist Shaun Paul and singer James.
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