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Drinks

Rapper Snoop Dogg Goes Into The Wine Business

He's probably better known for "sippin' on gin and juice", but rapper Snoop Dogg has now gone into the wine business, in a partnership with Treasury Wine Estates brand brand 19 Crimes.

The wine, Snoop Cali Red, will be available in stores from this summer, with brand owner Treasury Wine Estates saying it will 'cast a contemporary lens' on the 19 Crimes selection, which is inspired by the convicts turned colonists that built Australia.

“I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all my fans," the rapper said in a statement.

"It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world."

'Perfect Partner'

Elsewhere, John Wardley, TWE Marketing Vice President, Americas, said that Snoop Dogg is the "perfect partner" for the brand's first California wine.

"Snoop embodies the spirit of 19 Crimes – rule breaking, culture creating and overcoming adversity," he said. "We are truly excited to partner with Snoop and welcome him to the 19 Crimes family.”

Wines in the 19 Crimes range use augmented reality to 'bring the labels to life', via the Living Wine Labels app.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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