Snoop Dogg has entered the vino game, teaming up with an Australian wine company to launch his very own line of red wine.
The rapper has collaborated with 19 Crimes, a forward-thinking Aussie brand established in 2012 by Treasury Wine Estates, to create a California wine called Snoop Cali Red as part of a multi-year partnership.
Snoop Cali Red is set to hit shelves over the coming months, and features Snoop’s own image on the label. “I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all my fans,” said the artist.
It’s certainly an interesting pivot for Snoop, who is well known for preferring the sticky icky to alcohol (except for that time he was blasted by fans for promoting a caffeine-laced alcoholic drink), and even owns a cannabis company Leafs By Snoop.
“It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!” added Snoop Dogg.
The move is less surprising from 19 Crimes, a company known for spicing up its marketing with initiatives like launching an augmented reality app.
The brand’s marketing is done around of paying homage to the thousands of British men and women who were exiled to Australia in the 18th century for committing one or more of the 19 crimes.
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“Snoop Dogg, an entertainment and California icon, is the perfect partner for 19 Crimes Snoop Cali Red,” said John Wardley, Marketing Vice President for 19 Crimes.
“Snoop embodies the spirit of 19 Crimes—rule breaking, culture creating and overcoming adversity. We are truly excited to partner with Snoop and welcome him to the 19 Crimes family.”
For those skeptical about what it might taste like, Snoop Cali Red will reportedly be a blend of 65% Petite Syrah, 30% Zinfandel, and 5% Merlot.
This latest collaboration comes from a long line of business ventures for Snoop. In December last year he released an album of lullabies to send your kids to sleep.