Multiplatinum rapper Snoop Dogg is expanding his empire to include wine with the debut of 'Snoop Cali Red.'
Though Snoop Dogg is best known as a rapper, the artist has also become a fixture in the food world thanks to his hit show with Martha Stewart, a sandwich collaboration with Dunkin', and other projects. Now Snoop Dog has set his sights on the wine world by teaming up with the Napa-based brand, 19 Crimes. As John Wardley of Australia’s Treasury Wine Estates explains: “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.”
The multi-year partnership between the rapper and the brand is set to kick off this summer with the debut of Snoop Cali Red. Billed as the brand's first Californian wine, the red blend will consist of 65% Petite Syrah, 30% Zinfandel, and 5% Merlot.
Image Credit: <i> Treasury Wine Estates.</i>
What's Driving This Trend
- Rapper-branded Wines
- Rappers teaming up with wine brands to create unique blends that embody their culture.
- Celebrity Food and Beverage Collaborations
- Celebrities expanding their empires to include partnerships with food and beverage brands.
- Brand Partnerships with Spirits and Wine Companies
- Brands collaborating with alcohol companies to expand their product offerings and incorporate a new audience.
Who This Affects Most
- Wine
- Wine companies have an opportunity to collaborate with rappers and other celebrities to create unique blends that appeal to a younger demographic.
- Food and Beverage
- The food and beverage industry can partner with celebrities to create one-of-a-kind products that break the traditional mold.
- Entertainment
- Celebrities can work with wine and spirits companies to expand their personal brand and reach a wider audience.
