Snoop Dogg launches ‘Cali by Snoop’

Iconic US rapper Snoop Dogg and Treasury Wine Estates are bringing their “disruptive” Cali by Snoop wine brand to the UK market!

Snoop, Snoop Dogg, Wine, Red, Cali, Cali by Snoop, Treasry
Cali by Snoop, IMAGE CREDIT - Cali by Snoop

West Coast king, Snoop Dogg, has brought a taste of Cali to the UK with the launch of his Cali by Snoop wine brand in partnership with Treasury.

The partnership is intent on introducing “non-traditional” wine drinkers to the category, which Treasury says is “underpinned by the wines’ approachability and suitability for consumption occasions aligned with a west coast lifestyle”.

Cali by Snoop wines will be characterised by striking labels featuring Snoop Dogg’s profile, with five collectable corks that each feature a unique image of the rapper.

“I didn’t grow up a wine drinker”, says Snoop Dogg. “Wine was foreign to me in my neighbourhood, but I love it now and the community, so I wanted to create a wine that cut away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try. I was involved in the tasting process and just knew from the first sip, everyone was gonna love it. I’m excited to be bringing Cali by Snoop to the UK and share this experience with my fans.”

The brand’s first wine is called Cali Red which is described as a full and dense wine, with strong black & blue fruit notes, complemented by bright red slightly candied fruit, and toasted oak. Taglined; Cali Red. Defiant by nature, bold in character and always uncompromising.

The bottles feature cutting edge augmented reality (AR) technology, with consumers able to ‘Ask the Doggfather’ via a QR code which sees Snoop answer your questions.

Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, says: “It is such an honour to partner with music icon Snoop Dogg, and bring a wine of such quality to the UK.  Cali by Snoop is a brand that honours Snoop’s story, one which tells of overcoming adversity, beating the odds, and taking his place as a leader in contemporary pop culture. Snoop embodies the timeless values of perseverance and redemption. No doubt, Cali Red, the first wine to launch in the portfolio will be a hit with fans of Snoop Dogg and we’re excited to see how this brand grows over the coming years.”