In 2001, a 26-year-old college dropout living in his parents’ house on Long Island launched a brand that would eventually turn him into a multimillionaire. This rags-to-riches tale (not that Long Island is that “rags” but still…) is the origin story of Hpnotiq, the bright blue-hued booze that is a mix of vodka, cognac and a mysterious, proprietary mix of fruit juices.
Since rappers often extol a similar “up by your bootstraps” ethos, it’s probably not a coincidence that hip-hop culture embraced the drink early on. As First We Feast points out, in the first half of the aughts, the alcohol was name-checked by titans of the industry like Diddy and Kanye. But since that time, Hpnotiq has been less Mr. West and more Mr. Combs: still out there, but mostly just chilling in the background.
However, in the words of another hip-hop titan, don’t call it a comeback: Hpnotiq announced yesterday that the brand is undergoing “a full makeover” built around the hashtag #SINCE2001. That’s right: They’ve been here for years.