Snoop Cali Red is the first release from the rapper's multi-year partnership.
Drop it like it's hot—your money, that is. Rapper Snoop Dogg is back with a barrier-breaking collaboration that's perfect for the warm months ahead!
Australian wine company 19 Crimes has signed on Snoop Dogg for a multi-year partnership of custom wines. The first wine is called Snoop Cali Red, and it features a refreshing blend of red varieties like Petite Syrah, Zinfandel, and Merlot. Retailers plan on rolling out the $12 bottles just in time for summer.
"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," John Wardley, TWE marketing vice president of the Americas said in a statement.
19 Crimes, which hit the scene in 2012, is famous for its gritty branding featuring the "convicts-turned-colonialists" of Australia's past. Their cutting-edge approach to wine has resulted in their unique "augment reality" labels, where customers can interact with the figures on the bottles.
Courtesy of Treasury Wine Estates' Facebook
This isn't the first time Snoop's ventured into the foodie landscape. Last year, he teamed up with Dunkin' on a Beyond Sausage breakfast sandwich called the Beyond D-O-Double G and served it to customers at a Dunkin' location in Southern California. He's also BFFs with Martha Stewart and has a world record for mixing the biggest gin and juice beverage in the world.
And if it seems like just another celebrity promotion, think again: he's also a fan!
“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," he said. "It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!"
If that's any indication, we'll be grabbing a bottle of the stuff ASAP.
Will you try Snoop Cali Red when it hits shelves? What wines have you been enjoying lately? Let us know in the comments!