Wu Tang Clan and St. Ides collaboration, 1994.

The story behind Hip-Hop group Wu Tang Clan, and their involvement with alcoholic beverage St.Ides. A company that made its debut in the late 80s by collaborating with Hip-Hop icons.

Wu Tang probably wouldn’t be your first guess to do a commercial collaboration, especially with a drink. But in 1994, alongside Snoop Dogg, Ice Cube, Scarface, and more, the collaboration was born alongside a promotional tape of rap songs. Despite the entire tape being about the beverage, the flow, style and beats make the tape relevant to this day.

Some criticize the advert as the moment hip hop went corporate. It may have some merit, Dr.Dre worked with Apple and Snoop Dog in a range of adverts, including Chrysler. Perhaps what separates Wu Tang’s collaboration from corporatism is the Mixtape released in conjunction.

In the words of a commenter on the mixtape; “they were so godly back then that even the throwaway beats to be used in commercials were fucking headbangers…damn!This beat would be a classic on a new Wu Album if it were to come out TODAY”

Wu Tang commercial with St Ides