He wants to talk to you.’ The following week I show up to the office and is like ‘Do you know what Cîroc is? I want you to come aboard on this.’ I ended up joining him in 2007. I got a call from his representative saying, ‘Puff is coming out with something. When did you start working with Puff on Cîroc? There are brands that have been out there for 10 years and wouldn’t hit a million cases. That was the fastest-growing liquor in the spirits game. In three years, from about 2001 to 2004, we took Hpnotiq from 1,000 cases to a million cases. Why do they call you the “Million Case Man?” Not only in New York, but in New Jersey to Delaware to DC, Hpnotiq blew up. When that video hit, we were getting calls from all over. That’s why a lot of people say that I changed the game. We did a video placement with him for Hpnotiq.Īt that time was it common practice to have liquor in music videos? And in 2002, our biggest break came when I met Fabolous. And I said, ‘Maybe we could it ‘hypnotic?’ He was like ‘Try that name tomorrow.’ That day I ended up selling 17 bottles, and we changed. One day, Raphael and me were sitting at three o’clock in the morning trying to figure out ideas. For the first three months I couldn’t sell a bottle. And I learned at a young age that if you really feel something in your gut, you have to take the chance and go for it. In 2000, I met who said, ‘I know that you know a lot of artists…I’ve got a brand that I’d like to start promoting in the music space.’ Sony was having a party up in Bedford, at a big estate, and I ended up taking some of the cases of his blue liquor-Hpnotiq -and everybody in there was drinking it. Bilge.Īnd how did you cross over to the liquor business? I got my big break after a year at Sony when I started working with Dave Hall, who produced Mariah Carey and Mary J. I got my first internship with Sony Music in 1993. You originally started in the music business, right? We caught up with Storm to find out how he managed such a feat and to get tips for those trying to emulate his success.
Diddy), recruited Storm to do the same thing for his vodka line, Ciroc.
A few years later, Sean Combs (who you may know as Puff, Puff Daddy, Puffy, or P. Storm secured a placement for the beverage in a video by hip-hop artist Fabolous, and the blue liquor skyrocketed to the forefront of the urban liquor scene. That was in 2002, when Yonkers’ Nick Storm was launching the premium vodka drink Hpnotiq with its creator Raphael Yakoby. Tired of music videos with artists pouring Cristal all over the place? Well, there was a time when that was a new way to market liquor.
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