He’s been sipping on gin and juice for years, but now Snoop Dogg also has his mind on his wine.
The Long Beach hip-hop star and entrepreneur is now in the wine business after partnering with Australian-based winery 19 Crimes to create a new wine called Snoop Cali Red.
“I think 19 Crimes already had quite a bit of street cred because of what the brand means and what it represents, but absolutely I think this will serve to give the category more street cred and certainly 19 Crimes too,” said John Wardley, vice president of brand marketing for the company.
The new wine, which features a black and white image of Snoop in a hoodie looking straight into the camera, will be out in July.
And while he couldn’t go into details yet, Wardley said there are plans in the works for a special roll out in Long Beach.
“I absolutely see Long Beach playing a key role in the launch,” he said.
Snoop Cali Red is a mix of Petite Syrah, Zinfandel and Merlot aged with American oak, so while there’s no cannabis connection, it does have a distinctive smoky component.
And Snoop was hands on when it came to choosing his mix.
“I personally took it to him and sat with him as he sampled it. There were several options and this is the one he picked,” Wardley said.
The company is also known for augmented reality labels that work with an app to tell the story of the person on the label. And plans call for Snoop’s wine to also feature this type of label.
The wine company is named after the 19 crimes that got people in Britain sent to Australia, which began its history as a penal colony.
Wardley said 19 Crimes aims to celebrate the rebellious spirit, resilience in the face of adversity and cultural creativity of the people sent to the penal colony.
“And then we thought, in a modern context who represented those values well? The top name was Snoop. He totally represents those values in a modern context,” he said.
The wine business is one of many ventures for the rapper outside of hip-hop.
He’s co-host of “Martha & Snoop’s Potluck Dinner” on VH-1 and in 2018 he released a cookbook called “From Crook to Cook: Platinum Recipes from Tha Boss Dogg’s Kitchen.”
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