Recently, producer Dr. Dre inked a deal with brewer Coors and will make his debut in a series of Coor's Light beer commercials. Coor's rep Hilary Martin said, in a statement, the company chose Dre because of his "relevance to consumers, particularly urban consumers." She also said Dre was important to the company due to "the growing popularity of hip-hop music." The commercials will debut in Oakland, California this May.
In the past, other rappers like Wu-Tang and Ice Cube have pitched liquor to the hip-hop community with mixed responses. Oakland, in particular, has a strong grassroots political climate that may reject the commercials.