Cover Feature: INDOGGO® / Snoop Dog

By Debbie Hall

Iconic legend multiplatinum-selling Hip Hop artist Snoop Dogg is also a media personality, actor, and businessman with a multi-cultural cross-generational following. Expanding his legacy, he is now part of the beverage industry with wine and spirits.

In 1994 Snoop Dogg wrote the single “Gin and Juice” and released it on his four-time platinum debut album Doggystyle. His INDOGGO® Gin is the ultimate remix of seven premium botanicals with an all-natural strawberry favor. The blend of juniper berry and other botanicals, including Coriander, orange, and cassia, infuse the gine with all-natural strawberry favor, adding a slightly sweet and fruity fnish.

19 Crimes wines embrace defance with bold, uncompromising character with innovators and culture creators, like Cali’s own Snoop Dogg. He embodies the timeless values of the 19 Crimes rogues who came before him.

Food and Beverage Magazine caught up with Snoop Dogg as he shared his passion for the spirits and wine industry. What drives your passion for growing in the spirits and wine industry? Snoop Dogg: I treat the wine and spirits industry like I treat everything I focus on, I give it 100 percent, and I want to be the best at anything and everything that I put my name on. I always had a dream for my own liquor brand related to my tastes and music, which is how I created INDOGGO®. I made the song ‘Gin and Juice’ a global anthem about good feelings and natural experiences, so I created the best tasting favored gin. I share what I love with my fans so they can live life like a boss too.

Who are your partners in creating your gin? Snoop Dogg: INDOGGO® was developed by myself, the King of ‘Gin & Juice,’ Keenan Towns, and Marc Weisberg, co-founders of Trusted Spirits in partnership with Prestige Beverage Group. We made it from scratch, and it took us 14 months to get it perfect. It is nice and smooth.

How did you discover gin? Snoop Dogg: I frst learned about gin in the late ’80s and early ’90s. Gin was always the go-to drink for the homies and older people in

the neighborhood. They used to drink Tanqueray and Seagrams.

I knew I wanted to create something better than anything out there, the best ever gin that can be enjoyed straight up or with a twist. The most important for everyone to always have a good time and drink responsibly.

Dr. Dre was a big fan of gin, so we produced the song “Gin and Juice,” and the rest is history. Why the strawberry infusion for INDOGGO®? Snoop Dogg: Most gin is too harsh for me, so I wanted to create something that was smoother and easier to drink, something easy on the palette and clean; we used no sugar and made it gluten-free and low-calorie. INDOGGO® is the ultimate remix of seven premium botanicals favored with an all-natural strawberry favor. In addition to juniper berry, other botanicals include orange, Coriander, and cassia with a slightly sweet and fruity fnish.

Now you have two wines. Why did you decide to add that to your line of beverages? Snoop Dogg: I have a partnership with Treasury Wine Estates, and we created 19 Crimes Snoop Dogg Cali Red Blend and 19 Crimes Snoop Dogg Cali Rosé under the 19 Crimes label. Now that I’m a little older, I wanted to align with a brand that made sense for me today, something grown and sexy. How has your music infuenced your gin and wines? Snoop Dogg: Music is a part of everything I do, so I try to integrate my brands into my lifestyle and music. I always have a bottle of INDOGGO® and 19 Crimes in the studio with me because they are the perfect drinks to set the mood. We create cool and relaxed vibes, and if I’m doing that through my music or with INDOGGO® and 19 Crimes wine, then people can enjoy themselves and live their best lives.

Can you talk about any future plans in the beverage industry with the readers? Snoop Dogg: The Dogg always has something up his sleeve, so stay tuned; more things are coming for sure.

INDOGGO® is developed in partnership with Keenan Towns and Marc Weisberg, Co-Founders of Trusted Spirits, and in collaboration with Prestige Beverage Group. Trusted Spirits develops and markets wine and spirits brands partnering with celebrities. The company is involved in product innovation, procurement, production, marketing, and distribution while retaining ownership and management of the underlying intellectual property for those brands. Prestige Beverage Group is an industry-leading importer and brand owner of award-winning wines and spirits, creating product conception, brand development, packaging design, and engaging marketing initiatives. 19 Crimes is produced through Treasury Wine Estates, one of the world’s largest wine companies. Its business is focused on meeting evolving consumer interests globally and delivering sustainable growth. 19 Crimes wine is available in 750ML bottles at retailers, delivery, and online at www.19crimes.com. Follow on Facebook @19Crimes and Instagram @19crimeswines. Gluten-free, sugar-free, and low-calorie, INDOGGO® is available in 750ML and 50ML bottles at major nationwide retailers, including Total Wine and More, Walmart, Albertson’s, and Kroger. To stay in the mix with exclusive access and updates, follow @indoggogin on Instagram, Facebook, and Twitter and at www.indoggogin.com.

19 Crimes Snoop Dogg Cali Red Blend Vintage2020 United States Lodi, California Alcohol %14.1 Producer19 Crimes Varietal65% Petite Sirah,30% Zinfandel, 5% Merlot pH3.7 Acidity5.88 g/L

19 Crimes Snoop Dogg Cali Rosé Vintage2020 United States California Alcohol %14 Varietal75% Zinfandel, 20% Grenache, 5% Pinot Noir

Can we make it any clearer?

To learn more about what we’re working on, visit us at booth 5431 in the South Hall during the National Restaurant Association show, May 21–24, 2022, or email sales@vestaprecision.com.