Snoop Dogg, Dr. Dre Turn Hip-Hop Classic Into RTD Cocktail Brand


It was only a matter of time, really.

In one of the more obvious synergies of celebrity branding and current beverage industry trends, Snoop Dogg and Dr. Dre’s premium spirits company introduced its first line of canned cocktails. Named after the Grammy-nominated song of the same name, Gin & Juice By Dre and Snoop recently kicked off a laid-back rollout with a surprise Super Bowl after-party performance by the pair. The canned cocktail brand will continue its national rollout through the spring.

Released in celebration of the recent 30th anniversary of “Doggystyle,” Snoop Dogg’s Dr. Dre-produced debut album  (which included “Gin and Juice,” released as its second single), the line of gin-based canned cocktails features packaging designed by Switzerland-based designer Ini Archibong. The product is available in four flavors – Apricot, Citrus, Melon, and Passionfruit -- and – and will be distributed nationally through Southern Glazer’s Wine and Spirits.



 The premium spirits company behind the beverage line will be led by Andrew Gill, Patrick Halbert, and Rocco Milano – who founded the RTD brand On The Rocks Cocktails.  Jimmy Iovine, Main Street Advisors, Marc Rowan, and Tom Werner are also investors in the company – in addition to Dr. Dre and Snoop Dogg.  According to a release announcing the launch of  Gin & Juice By Dre and Snoop, the company will have further releases to announce in the future beyond its debut RTD line, with an apparent eye toward growing the brand. The celebrity pair clearly have their minds on their money and their money on their minds.

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