Snoop Dogg launches California wine
American rapper Snoop Dogg has collaborated with Australian wine brand 19 Crimes on a red blend from California, which is due to hit shelves this summer.
Snoop Cali Red is a blend of 65% Petite Syrah, 30% Zinfandel, and 5% Merlot. It will retail in the US for $12. The label features a monochrome photo of the West Coast rapper in a hooded jacket.
Brand owner Treasury Wine Estates felt Snoop Dogg was a good fit for 19 Crimes as he “embodies the same spirit of rule breaking, culture creating and overcoming adversity that inspired 19 Crimes’ original cast of rebellious heroes.”
Inspired by “the convicts turned colonists that built Australia”, 19 Crimes was one of the first commercial wine brands to carry an augmented reality label.
“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.
“It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world,” Snoop Dogg said of the partnership.
John Wardley, TWE’s marketing vice president, Americas, added: “An entertainment and California icon, Snoop Dogg is the perfect partner for 19 Crimes. We are truly excited to welcome him to the 19 Crimes family.”
The brand pays homage to the thousands of British men and women who were exiled to Australia in the 18th century for committing one or more of the 19 crimes.
While some of the crimes, like assault and arson, were serious, others were less so. You could be packed off to Australia for uprooting plants or impersonating an Egyptian.
Born Calvin Cordozar Broadus Jr. in Long Beach, California, 48-year-old rapper Snoop Dogg was discovered by Dr. Dre and featured on his 1992 album The Chronic.
He has since sold over 23 million albums in the United States and 35 million albums worldwide.