St. Ides

Lore & Background

St. Ides was launched by the McKenzie River Corporation in 1987. The brand gained prominence during the late 1980s and early 1990s through celebrity endorsements by rap artists. DJ Pooh was brought in to design advertisements 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, placed it on the average hip hop listener's radar, and was settled out of court. Another lawsuit was filed in 1991 by the New York State Attorney General's Office for advertisements allegedly targeting underage minority children. While the lawsuit was settled out of court and without admitting any guilt, the company agreed to pay the state $50,000 to cover the cost of the investigation and stop touting its alcohol content. The brand was also fined and shutdown for three days in 1991 by the Bureau of Alcohol, Tobacco and Firearms.

While the brand maintained that it has not purposefully targeted minors, it agreed to produce advertisements warning against underage drinking, drunk driving, and public service announcements promoting safe sex. In 1994, a free promotional tape was released featuring the music in advertisements from Snoop Doggy Dogg, Warren G, Nate Dogg, MC Eiht, Scarface, Ice Cube and Wu-Tang Clan. St. Ides also released 'St. Ides Special Blend Freeze And Squeeze' in July 1997, but had to suspend sales and marketing nationwide 24 days later due to concerns over underage consumption, marketing, and product placement. McKenzie discontinued the brand in 1998 before it was purchased by Pabst Brewing Company.

Reader's Guide

St. Ides holds a notable place in the intersection of malt liquor and hip hop culture. Its early and deliberate use of rap artist endorsements, with creative control given to DJ Pooh, helped build a strong brand identity within the hip hop community. The controversies surrounding the brand, including the lawsuit from Chuck D and the 1991 action by the New York State Attorney General's Office, paradoxically increased its visibility and placed it on the radar of average hip hop listeners. These legal challenges, while settled without admissions of guilt, led to the brand agreeing to produce public service announcements on underage drinking, drunk driving, and safe sex. The 1994 free promotional tape featuring major hip hop acts further cemented its cultural footprint. However, concerns over marketing practices, particularly regarding underage consumption, led to the suspension of the 'St. Ides Special Blend Freeze And Squeeze' product just 24 days after its release in 1997. McKenzie discontinued the brand in 1998, after which it was acquired by Pabst Brewing Company, which continues to manufacture it. The brand's legacy is thus one of marketing innovation within hip hop, coupled with persistent regulatory scrutiny and controversy over its advertising tactics.

Did You Know?

• St. Ides contains 8.2% alcohol by volume, stronger than many high-alcohol malt liquors.
• Chuck D sued the brand's then-owner for using his voice without permission; the suit was settled out of court.