Snoop Dogg appears excited about his success in the wine industry following the first release of his brand, Snoop Cali Red. Now the rapper is out with a new Rosé. Dubbed Snoop Cali Rosé, the wine is a blend of Grenache and Zinfandel, which breaks the rules of typical rosé culture with a touch of Cali-behavior and Snoop’s iconic West Coast Style.
Snoop Cali Rosé, launched in partnership with Australian wine brand 19 Crimes, is the first California Rosé and second collaboration with the hip-hop icon.
According to Yahoo Life, rosé is a line of wines inspired by the convicts-turned-colonists who built Australia. And it also comes a year after the African-American rapper debuted Snoop Cali Red, which was the top-selling wine innovation of 2020.
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“We did it big with 19 Crimes Cali Red, so you know we had to do it again – and this time, I was thinking pink,” Snoop said in a statement. “I can’t wait for everyone to sip on my Snoop Cali Rosé and bring those fresh feels from spring into summer and beyond. I hope when you open a bottle of this wine you take a little mind trip to my Cali home. This is how we Rosé the Snoop Dogg way!”
The launch of Snoop’s newest Rosé comes on the heels of a collaboration between the rapper and 19 Crimes that saw his Snoop Cali Red becoming the number one selling wine innovation of 2020. Snoop Cali Red also allowed customers of the brand to directly speak to Snoop Dogg dubbed the AR experience, “Ask the Doggfather.”
Following the launch of Snoop Cali Rosé, customers will also have the same “Ask the Doggfather” experience. According to the statement, fans can log on askthedoggfather.com on a mobile device and scan the bottle’s label.
Beyond his wine business, Snoop has also immersed himself in the food industry; he collaborated with Dunkin’ to make a sandwich, co-hosted a dinner party show, and holds a Guinness World Record for mixing the world’s largest gin and juice, according to delish.com.
Although Snoop isn’t one of the convicts that built Australia, his association with 19 Crimes is expected to bring a more modern-day element to the brand’s wine selection.
“Snoop embodies the spirit of 19 Crimes–rule breaking, culture creating and overcoming adversity,” marketing vice president of the Americas for Treasury Wine Estates John Wardley said in an announcement.