It’s been decades since Snoop Dogg dropped his 1993 track "Gin and Juice," surely among the most iconic spirits-centric songs ever recorded. Surprisingly, only now has the hip-hop legend (and TV chef) put his name on his own branded botanical drink. Last week the rapper announced the release of such a new spirit, Indoggo Gin, with friend Keenan Towns of Trusted Spirits.
Or maybe it’s not surprising: Just a few months ago, Snoop also partnered with Treasury Wine Estates’ 19 Crimes brand to blend his own Snoop Cali Red wine. Potables: the new edibles?
"I’ve wanted to do my own gin since I made ‘Gin and Juice,’ but like everything, the timing had to be right," Snoop told Unfiltered via email. "I can’t wait to turn the gin category on its head." In 2018, Snoop and Towns, also in partnership with and Prestige Beverage Group, started working on the right mix of ingredients for Snoop’s own bottle. (For those interested in taking it neat: The gin is infused with seven botanicals and strawberry flavoring, with a profile more toward orange, cassis and coriander aromatics than juniper). "It took countless attempts at a formula to get the perfect flavor profile," said Snoop. "I tasted and critiqued them all."
Indoggo launches in California at the end of the month and then beyond, outfitted in Lakers purple (Snoop’s favorite color; hint: sound out the name of the brand). "You bet I’ll be creating a new song for my Indoggo," Snoop promised.
This gin release is joined by a fresh announcement from one of Snoop’s other partners, 19 Crimes, collaborators on the rapper’s Snoop Cali Red, a Lodi blend of Syrah, Zinfandel and Merlot that the known gastronome also helped blend. TWE, through 19 Crimes, recently announced a pledge of $100,000 to the NAACP Legal Fund. The contribution will go toward helping legally defend arrested at protests supporting social and racial justice causes. "We knew it was time to get involved this spring and show our support for those simply exercising their rights as a U.S. citizen," TWE VP of marketing John Wardley told us.
"We knew that Snoop also had a strong opinion on this subject and would support our decision to donate to the NAACP. [He] has always been one to speak his mind, a trait that is core to the 19 Crimes identity." Per Wardley, 19 Crimes consulted with the rapper to help determine the best way to offer such support when Snoop’s Red was launched in July, and the donation is part of a multi-year deal, with future planned campaigns in the works. "We see our donation as the start of a relationship with the NAACP."
Oh, and you know we had to ask: "[Wine and gin] have their own occasions," said Snoop of his preference. "A lot of people call wine ‘juice.’ So, it’s only right that I give them the gin and juice with Indoggo and 19 Crimes."
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