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!” (Spanish for “Sugar”).               

The phrase originated one day in 1964, when Celia Cruz and her husband Pedro Knight were having lunch in a restaurant in Miami and after they finished, the waiter said “Do you want your black coffee with or without sugar?” and Celia, entused told the waiter, “With sugar of course I'm Cuban, how else am I going to drink my coffee!” 

And that night, she told her audience the story at one of her shows at Montmartre Cabaret in Miami causing her admirers and fans to laugh hysterically at the joke. She also said it was a battle cry and an allusion to African slaves who worked Cuba's sugar plantations.