In the 30 years since the release of his first hit album, Snoop Dogg has known for much more than his music.
Since the emergence of Doggystyle in 1993, Snoop has extended his personal logo to the entertainment industry in general, venture capital firms (with Casa Verse Capital), hash logos (see: Leafs Through Snoop) and more.
In recent years, the iconic rapper and entrepreneur has even taken a step into the wine sector.
“If you’re not used to drinking wine and need to check it out, or if you drink wine and need to replace it, Cali through Snoop is the genuine solution. My logo is to break the rules,” says Snoop.
The brand, which is part of a multi-year partnership with Australian wine brand 19 Crimes, unveiled its first bottle, Snoop Cali Red, in April 2020, wowing the industry.
Although yes, the bottle is covered with a photo of Snoop’s face, like many bankrupt celebrity wine brands, what counts is the inside of the bottle.
The red wine blend includes 6. 5% Petite Syrah, 30% Zinfandel and 5% Merlot, all from Lodi, California, at just $12 a bottle. With delicious and distinctive fruit, a hint of acidity and soft tannins, it’s not just a celebrity wine. . . It’s a decent wine. A wine that can be served everywhere.
“I made sure Cali Red pairs with everything, so you can drink it without wanting a good meal,” Snoop says. “Cali Red is a caramel with a woody and smoky touch that combines very well with fried fish. Slow-roasted red meat tacos. “
Apparently, the association broke stereotypes that wine was reserved for a select few. Here, the man who made gin and juice a cultural touchstone not only shared his love of wine, but also made it more available to a demographic that might as well stick to blended spirits. for the rest of your life, without compromising on quality.
“I didn’t drink much wine growing up, but I learned that it’s a drink everyone can share and there’s a story in every bottle. I like to tell stories, it’s the easiest way to do it. Drink and relax,” says Snoop.
“What excited me about this assignment was that we had the chance to create anything that honored other genuine people like me, those who triumphed over adversity and stayed true to themselves,” he continues. “Cali through Snoop is bold, full of character and represents the relaxed lifestyle of Cali. It is a wine with a Californian soul.
The company initially expected “strong” sales of 125,000 units in the first year, but reached that milestone in six weeks.
Cali Rosé is the addition to the wine line of 19 Crimes and Snoop
He has released more versions (as if they were popular, of course) since the launch of Cali Red.
In late 2022, 19 Crimes’ parent company (Treasury Wine Estates) brought Cali through Snoop to the UK market and announced the brand’s first rosé, Cali Rosé, a couple of months later, helping 19 Crimes, the main contributor to growth in Treasury Wine. The entire category of Estates wines.
“I’ve never been a wine expert and I didn’t want Cali through Snoop to be something that other people would consider pretentious,” says Snoop. “In this world, we talk about treats, age and all kinds of things that you don’t know. “I have to know it to enjoy it. I just chose a California wine, it reminds me of my West Coast roots and has a new, fruity flavor. I focused on the taste and contribution of the California lifestyle to the product, and let the experts do their job.
“Cali Rosé is refreshing but sweet. These are not true professional tasting notes, but to me it tastes like strawberry, raspberry and cherry,” says Snoop. “I mean, listen, they have my face in the bottle, so everyone knows. “It’s approved through Snoop, the official seal of approval!”
Cali through Snoop
Snoop sells, and no one knows it better than himself. Their bottles even feature Augmented Truth Generation (AR) that gives consumers the ability to “ask Doggfather questions” via QR codes.
The 51-year-old’s investments are also limited to wine brands. Over the years, Snoop has invested in customer packaged goods, technology, real estate, and hashish projects.
“I guess it’s about learning as you go. I’ve been in the business for so long and so many men and women have taught me how to do things the right way,” he says.
“You can stick to trends, but if you don’t stick to them over the long term, there’s no point. You have to go all the way.
He also has an incredible passion for making Cali a reality through Snoop, despite the struggles of the wine industry at large to triumph over emerging tariffs, industrial disputes, and declining demand for affordable wines.
“I love that other people are so excited about what’s coming next,” she says. “We have some exciting things to come, white and sexy with bubbles, so you can continue to bring new flavors to fans. “
The D-O-double G, unsurprisingly, doesn’t worry when I ask him about the demanding situations ahead.
On the contrary, it is the beginning of a new takeover of the industry. “Trust your wonderful friend, nothing is forbidden,” he applauds.