Origin: The shout of “¡Azúcar!” ¿Who came up with it? Well, here is the story.            

All artists have a catchphrase that they use to connect with their target audience.    

The catchphrase of Celia Cruz, was a shout of “¡Azúcar!” (meaning “Sugar!” in Spanish).               

The phrase originated one day in 1964 when Celia Cruz and her husband Pedro, were having lunch in a restaurant in Miami and after they finished, the waiter asked Celia if she'd like a Cuban coffee, and then he asked Celia if she wanted her coffee with sugar or without sugar, and Celia, enthused, told the waiter, “But, Chico,” “you're Cuban! how can you even ask me that with sugar!” And that night, she told her audience the story at one of her shows at Montmartre Cabaret in Miami to the delight of her admirers and fans that laughed hysterically at the joke. 

She also said it was a battle cry and an allusion to African slaves who worked Cuba's sugar plantations.