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Drop it like it’s hot: Dr. Dre and Snoop Dogg launch RTD Gin & Juice

Rappers Dr. Dre and Snoop Dogg have announced the launch of RTD brand Gin & Juice, marking 30 years since the release of the song by the same name.


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Dr. Dre, whose real name is Andre Romell Young, rose to prominence as a member of rap group N.W.A. and is perhaps best known to do as the headphone magnate behind Beats by Dre.

Snoop Dogg, the stage name of Calvin Cordozar Broadus Jr., is by contrast no stranger to the world of drinks, being the face of a range of wines for 19 Crimes, including a white, red, rosé and sparkling.

The duo, who performed together at the Super Bowl halftime show on Sunday night and first worked together on Dr. Dre’s 1992 single Deep Cover, have now launched a series of gin-based ready-to-drink cocktails, available in apricot, citrus, melon and passionfruit flavours.

Snoop Dogg said that the 30th anniversary of one of his best-known songs was a good time to work with his fellow rapper: “Look where we’re at in our careers. Look at our age and look at what we’ve done, and we still love each other, so why not do something together? A lot of times people have been in a relationship for thirty years and can’t talk to each other, can’t hang out, so it’s just fun to be in a partnership with people that you actually love.”

“Together, we always try to create magic, we’re having fun being creative, and everything about this product is really us,” added Dr. Dre. “There’s passion behind it, and friendship and love and a culture. We’re shooting to make everything we do magnificent, and fortunately, most of the time we hit the target.”

To promote the range, Dr. Dre and Snoop Dogg starred in ad parodying the famous scene in Martin Scorsese’s Goodfellas when Henry Hill, Jimmy Conway and Tommy DeVito realise that Billy Batts is still alive in the trunk of their car, and unwind after doing what needs to be done with a can of Gin & Juice.


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Among the investors supporting Gin & Juice is record company executive Jimmy Iovine, co-founder of Beats by Dre. Patrick Halbert, Andrew Gill and Rocco Milano, the founders of pre-mixed cocktail line On The Rocks Cocktails, will be leading the company’s operations. Southern Glazer’s Wine and Spirits will be handling the product’s distribution in the US.

The rappers have picked an opportune moment to go into RTDs, with the market for the category forecast to reach US$40 billion in value by 2027, according to IWSR Drinks Market Analysis.

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