Close Menu

Snoop Dogg and Treasury’s Cali by Snoop wine brand launches in UK

Iconic US rapper Snoop Dogg and Treasury Wine Estates are bringing their “disruptive” Cali by Snoop wine brand to the UK market, fresh from their collaborative success on the 19 Crimes portfolio.

Snoop Dogg UK wine launch - an image of rapper Snoop Dogg

The partnership is intent on introducing “non-traditional” wine drinkers to the category, which Treasury says is “underpinned by the wines’ approachability and suitability for consumption occasions aligned with a west coast lifestyle”.

Cali by Snoop wines will be characterised by striking labels featuring Snoop Dogg’s profile, with five collectable corks that each feature a unique image of the rapper.

“I didn’t grow up a wine drinker, says Snoop Dogg. “Wine was foreign to me in my neighbourhood, but I love it now and the community, so I wanted to create a wine that cut away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try. I was involved in the tasting process and just knew from the first sip, everyone was gonna love it. I’m excited to be bringing Cali by Snoop to the UK and share this experience with my fans.”

The brand’s first wine, Cali Red, will hit store shelves in August – ably abetted by a considerable advertising campaign across multiple platforms.

The bottles will also feature cutting edge augmented reality (AR) technology, with consumers able to ‘Ask the Doggfather’ via a QR code which sees Snoop answer your questions.

Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, says: “It is such an honour to partner with music icon Snoop Dogg, and bring a wine of such quality to the UK.  Cali by Snoop is a brand that honours Snoop’s story, one which tells of overcoming adversity, beating the odds, and taking his place as a leader in contemporary pop culture. Snoop embodies the timeless values of perseverance and redemption. No doubt, Cali Red, the first wine to launch in the portfolio will be a hit with fans of Snoop Dogg and we’re excited to see how this brand grows over the coming years.”

Cali by Snoop Cali Red launches in the UK from August 8th at RRP £11.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No