St. Ides


St. Ides is a malt liquor manufactured by the Pabst Brewing Company. The beverage contains 8.2% alcohol by volume, which is stronger than many high-alcohol malt liquors. It was launched by the McKenzie River Corporation in 1987. St. Ides gained prominence during the late 1980s and early 1990s through the use of celebrity endorsements by rap artists.
The beer is also available in a number of "St. Ides Special Brews" which have a variety of flavorings, including various fruit flavors.

Marketing

The St. Ides brand has used celebrity endorsements by rappers and was unique in its early use of hip hop to build the brand's identity. DJ Pooh was brought in to design advertisements for the liquor and was given broad artistic license. In such contexts, the beer was often referred to as the "Crooked ".
Chuck D took a stance against malt liquor advertising and sued the brand's then-owner, the McKenzie River Brewing Company, for using his voice without his permission. The controversy generated significant publicity for St. Ides and placed it on the average hip hop listener's radar.
McKenzie discontinued the brand in 1998 before it was purchased by Pabst Brewing Company.

Trivia