The recent passing of Independence Day here in the US saw many a brew cracked. Many of those beers consumed nationwide were of the 40oz variety – the popularity of which can be attributed to the “more-bang-for-your-buck” mentality, but also to St. Ides – who blessed us with probably the greatest marketing campaign of all time.

By the mid 90’s, a new urban consumer had arisen in America – and the standing spokesman for malt liquor, Billy Dee Williams, wasn’t helping to move beer to the hip-hop generation. The long-standing marketing plan of putting a classy face on a low-end product was lost on the new young nihilist, and Lando Calrissian couldn’t move a 40oz brew through the hood with all the powers of the Jedi.

St. Ides harnessed the power of hip-hop, and got all of the biggest acts of the time to drop 30-second videos for their special brand of liver liquifier. Legendary rappers like Tupac, Biggie, Snoop, Ice Cube, Wu-Tang Clan and more dropped verses dedicated to heavy drinking. So for this week’s Throwback Thursday, crack open a 40 of your choice, pour some out for the homies (obvi), and reminisce over these classic ads.

Notorious BIG

Tupac & Snoop

Wu-Tang Clan

Dr. Dre & Snoop

Ice Cube

Method Man and Redman