Snoop Dogg releases strawberry-infused ginBy Lucy Shaw
Having rapped about gin and juice back in 1994, hip hop star Snoop Dogg has released his own gin brand – a strawberry-infused expression called Indoggo.
The gin is distilled five times and features seven botanicals, including orange, coriander and cassia, infused with “all-natural” strawberry flavour. The purple bottle features a white logo with upturned ‘G’s in a hat tip to the fruit-infused gin being a remix on the classic juniper-dominant style.
To bring the brand to fruition, Snoop partnered with Keenan Towns of celebrity drinks incubator Trusted Spirits, and spirits importer Prestige Beverage Group.
“Indoggo stands out from other gins because Snoop took two years to develop the juicy and refreshing taste profile. His dedication to the brand makes him the perfect partner,” Towns said.
The rapper is hoping to shake up the gin category with Indoggo’s accessible style, which goes lighter on the juniper and dials up the strawberry and citrus flavours with its “slightly sweet and fruity finish”.
“I can’t wait for the world to taste my remix on gin! When I wrote Gin & Juice back in ’94 it was about good feelings and real experiences, it just naturally became an anthem,” Snoop Dogg said.
“When creating Indoggo, I wanted to give those feelings new life with an approachable juicy gin that’s smooth like the D.O. Double G.”
The rapper, whose real name is Calvin Cordozar Broadus Jr., recommends enjoying it on the rocks with a squeeze of lime or mixing with tonic or juice.
He has also created two signature cocktails for the gin, including The Laidback, made with Indoggo, pineapple juice and soda water, garnished with strawberry slices.
Priced at $29.99, Indoggo will make its debut in Snoop’s home state of California this month and will be rolled out across the US in early 2021.
This isn’t Snoop Dogg’s first foray into the world of drinks. In April he teamed up with Australian firm Treasury Wine Estates to release a California red blend under the 19 Crimes brand. Snoop Cali Red is a blend of 65% Petite Syrah, 30% Zinfandel, and 5% Merlot from Lodi priced at US$12.