What will fans drink during the One Last Ride tour?
Iconic 90s stars including Dr. Dre, Snoop Dogg and 50 Cent are rumoured to be making a comeback with a live world tour in 2026. With multiple drinks affiliations between the stars, will it be a fight to decide what’s served behind the bar? Sarah Neish reports.
The internet went into meltdown after a poster of Eminem, Snoop Dogg, Dr. Dre, 50 Cent, and Rihanna was shared on Facebook by @MarshallMatters on 14 August. The poster appears to advertise a world tour taking place next year that promises to “reignite the golden era of rap and R&B.” However, fans are debating whether the tour is real, or a hoax.
So far the post has received more than 50,000 reactions, 13,000 shares, and 8,700 comments, indicating that demand is there, regardless of whether the tour poster is the genuine article.
Calling into question whether the tour could feasibly go ahead, critics have raised concerns over the health of some of the musical stars, and asked whether they could withstand a serious of physically-demanding concerts. Dr Dre was hospitalised for a brain aneurism in 2021, and subsequently suffered three strokes while in intensive care, but bounced back to perform with Snoop Dogg at the 2024 Super Bowl halftime show, offering a chink of light that the tour could go ahead.
Profitability through the roof
The profitability of such a tour would be through the roof given the combined earning power of the musicians involved.
Rihanna’s last world tour, the Anti World Tour in 2016, grossed more than US$110 million. Snoop Dogg’s 2022 world tour grossed US$73.7 million and had a reported attendance of 2.6 million fans. Dr Dre hasn’t toured the globe since the year 2000 when his Up in Smoke Tour made in excess of US$24 million. Meanwhile, 50 Cent’s last tour, The Final Lap Tour, grossed US$103.6 million in 2023.
Joining forces makes for an even bigger money-spinner. When Rihanna and Eminem co-headlined the Monster tour in 2014, it brought in US$36 million from just six shows.
Then there are the associated endorsements and merchandise agreements that would likely accompany a world tour of this stature. One thing all five stars have in common, apart from teetotal Eminem, is drinks. Many of them either own drinks brands or are in creative partnerships with drinks producers, leading db to pose the question: what would be poured during a year-long One Last Ride tour?
Wine list
One brand almost guaranteed to make it onto the tour is Australian label 19 Crimes, which Snoop Dogg has had a longstanding partnership with since 2020. The rapper has collaborated with the Treasury Wine Estates-owned brand on a slew of regular product releases and impactful advertising campaigns, rolling these out across global markets.
Available in the collection is Snoop Cali Rosé, Snoop Cali Blanc and Snoop Cali Red wines, as well as a sparkling wine, Snoop Cali Gold, the label of which uses augmented reality (AR) to allow fans to hear Snoop Dogg rap his iconic track “Who Am I (What’s My Name)?”. Other labels in his 19 Crimes range allow consumers the chance to soak up words of wisdom from Snoop via the Ask The Dogfather function.
According to reports, Rihanna has also filed trademarks for a Fenty Estates Wine and Spirits Company, though this has not yet resulted in any released products. Watch this space! One drink that won’t be featuring on the tour rider is RiRi Rum, which was recently revealed to be fake. The SOS singer found herself at the centre of a rum-based investment scam after a company called The3rdBevco were moments away from signing a deal with Rihanna’s father Rorrey Fenty for the non-existent spirit. The fraudsters were slapped with a US$1 million fine earlier this year.
Spirits and Champagne
Cognac would likely be high on the agenda, given that 50 Cent is the owner and CEO of Sire Spirits, a venture he founded in 2017 to “set new standards in the world of luxury spirits”. The company is currently focused on two flagship products, Branson Cognac and Le Chemin du Roi Champagne, known for its distinctive bottles featuring giant chess pieces.
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There are three products within the Branson Cognac range —VS Phantom, VSOP Royal, and XO Grande Champagne—all made using grapes sourced from the Grande Champagne and Petite Champagne regions, and aged in French Oak barrels, sourced from Alliers, Limousin and Tronçais. However, the cost of importing Branson Cognac into all the global destinations included on a world tour could prove prohibitive. Although the three major Cognac-producing companies Pernod, LVMH and Rémy Cointreau were spared from the long-threated China tariffs in July 2025, other Cognac producers will still be subject to anti-dumping tariffs on EU brandy of up to 34.9% beginning on 5 July 2025 and lasting for five years.
Things might look more promising on the Champagne front, because as db previously reported, 50 Cent struck a multi-year agreement in 2023 with Terroirs et Vignerons de Champagne (TEVC), to supply grapes for his Le Chemin du Roi brand, which includes three expressions: Brut, Brut Rosé, and Blanc de Blancs.
Outside of Sire Spirits, the Candyshop singer was formerly a major stakeholder in Dutch brand Effen Vodka, but sold his stake in 2017 for a reported US$60 million. However, the sale was shrouded in confusion as no sooner than 50 Cent took to social media to seemingly confirm his exit of the partnership, Effen owner Beam Suntory denied it.
“I got the bag, EFFEN Vodka. Can you say 60M’s, since they like counting my money. DO THE MATH. Lol,” the rapper wrote on Instagram.
However, a spokesperson for Beam Suntory hit back: “Contrary to any inaccurate media reports, Effen Vodka’s partnership with 50 Cent continues.”
Effen Vodka claims to be “the only vodka created by bartenders for bartenders” and following on from 50 Cent cutting ties with the brand it expanded its range to include new flavours including Effen Yuzu Citrus and Effen Rosé in 2019.
Could a world tour offer the perfect arena in which to launch a new 50 Cent-branded vodka label?
RTDs
Dr. Dre and Snoop Dogg have surely got the ready-to-drink market in the bag for the world tour with their joint venture Gin & Juice combining gin with “all-natural flavours” in a can. The product is currently stocked in about 1,000 independent retailers in the UK, as well as across the United States. Taking its name from Snoop’s song “Gin and juice”, which featured on his 1993 album Doggystyle, the drink’s packaging is designed to reflect the hip-hop legends’ famed West Coast lifestyle. The pair first launched the RTD in February 2024, with Dr. Dre saying: “We’re shooting to make everything we do magnificent, and fortunately, most of the time we hit the target.”
The recyclable can format could prove a good choice for the tour bus, as well as within stadiums as venues tend to outlaw the use of glass during concerts.
Alongside Gin & Juice, the duo also own neat gin brand Still G.I.N., and in April 2025 cut the ribbon on the Still G.I.N. Lounge in downtown Nashville. The lounge offers a range of cocktails crafted using the flagship gin, served against a backdrop of live performances and DJ sets.
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