Louis Roderer Cristal managing director Frederic Rouzaud said he viewed the French company's association with the rap world with "curiosity and serenity".
Asked by a magazine if the association between Cristal and the "bling lifestyle" could be detrimental, Rouzaud left no doubt that he is no fan of the rap world's love of his product. He said: "That's a good question, but what can we do? We can't forbid people from buying it. I'm sure Dom Perignon or Krug would be delighted to have their business."
He later went on to say the link gave the brand "unwanted attention".
The comments did not wash with Jay-Z. The rapper said he would pull Cristal from his small chain of popular sports lounges - where bottles of Cristal sell for $450 (£242) and $600 (£323). In a statement, he said: "It has come to my attention that the managing director of Cristal, Frederic Rouzaud views the Hip Hop culture as "unwelcome attention".
"I view his comments as racist and will no longer support any of his products through any of my various brands including the 40/40 Club nor in my personal life."
Jay-Z made Rouzaud 's entreaty a reality with plans to replace Cristal with Krug and Dom Perignon at his New York and Atlantic City clubs.
Footie mad Jay-Z has also said that he wants to buy a piece of Arsenal. The fiance of Beyonce Knowles, a highly successful businessman as well as music performer, is desperate to get involved in football. He is planning to invest in the Gunners after being turned down by Chelsea owner Roman Abramovich. Apparently Jay, a big admirer of Thierry Henry, reckons the football scene is ripe for fans of rap and hip hop and will be a lot more welcoming than Louis Roderer Cristal.
Jay-Z is a co-founder of Roc-A-Fella record company, the Rocawear fashion house and a part owner of the New Jersey Nets basketball team. His popularity as an artist is such that tickets for the exclusive 3,000-seats New York concert on June 25, at which he is performing, sold out online in just two minutes.