Snoop Dogg has become quite a foodie. The famous rapper has hung out with Martha Stewart, has a project with Dunkin’ Donuts, and even has made the world’s largest gin and juice, earning a spot in the Guinness world records! It seems as if he is now entering the wine business, just in time for summer.
Snoop Cali Red is the first release associated with the multi-year partnership that Snoop Dogg has with 19 crimes, an Australian wine brand. The wind being promoted is the first California wine associated with the brand. It is also going to have Snoop Dogg’s face on the label. It is a blend of 65% Petite Syrah, 30% Zinfandel, and 5% Merlot. According to Food & Wine, it is selling for $12 a bottle.
Snoop doesn’t exactly go along with the brand’s motto of “convicts-turned-colonists,” but he does bring a modern element to their wine selection. According to an announcement by John Wardley, vice president of the Americas for Treasury Wine Estates, “Snoop embodies the spirit of 19 Crimes rule-breaking, culture creating and overcoming adversity.”
The 19 Crimes brand is based in Napa and is the first to use augmented reality labels. In other words, apps can be used so the people on the label can talk to customers. We’re not sure if this is going to be included on Snoop Dogg’s labels, but I can only imagine him rapping his hits while we are enjoying a glass of this wine.