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!” which means “sugar” in Spanish, that came from the depths of her throat. 

Celia Cruz said the phrase originated in a Miami restaurant when she told a server that she wanted “sugar” with her coffee. 

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