The recent news that the CEO of the company that makes Cristal is not happy that rappers drink so much of it and are so vocal with their support of the brand is ridiculous. Cristal is not the only product that faces this dilemma. Having worked on both the Cap'n Crunch and Gatorade brands, I have seen first hand that there is often a difference between who smaller group of consumers target your product to, and the larger one that ultimately consumes it. For example, Cap'n Crunch smartly makes cartoon ads that kids love, but understands that there are more adults than kids that actually eat their cereal. Similarly, Gatorade is all about the will to win and sports, but we see more and more people just walking down the street with the electrolyte beverage all the time. In both of these situations, the eating or drinking, by non-intended people probably does not fit with the desired equity of the brand. But does either brand outwardly alienate those "outside of the target" groups of consumers? The answer is absolutely not.
This is where Cristal falls on its face. Alienate some of your most loyal and vocal consumers, with access to the hearts and minds of a whole generation of kids, young men and rich athletes at your own peril.