Hip-hop icon Snoop Dogg and 19 Crimes have continued their wine collaboration with the launch of the brand’s first sparkler: Snoop Cali Gold.
This 11% ABV, California sparkling wine contains 10% muscat alexandria, 26% white riesling, 28% French colombard and 36% mixed white grapes.
In a time when the wine category has struggled with younger consumers, 19 Crimes and Snoop have partnered with Observatory on a campaign that shows Snoop as a genie living in the gold-foiled bottle — and rapping on it too.
While 19 Crimes is known for talking wine labels with celebrities like Martha Stewart, this is the first time the franchise’s label has ever rapped. To activate the feature, scan the QR code located on the back of the bottle using a mobile device, and the Doggfather comes to life, performing his classic track, “Who am I (What’s My Name)”.
“We couldn’t be more ecstatic for Snoop Cali Gold. This is an especially celebratory launch, arriving on the heels of an incredibly successful year for 19 Crimes,“ says John Wardley, Global Vice President of the 19 Crimes franchise. “It has been a pleasure to work with Snoop on this new wine and welcome the first sparkling to his existing Cali lineup.”
Overall wine popularity has faced decline with millennials and younger LDA consumers, due to changing consumers attitudes toward alcohol preferences like spirits, craft beer and hard seltzers brands. Accordingly, 19 Crimes has leaned into trendier blends and pop culture icons like Snoop and Stewart in an effort to appeal to younger consumers.
“To engage a new generation of wine lovers, 19 Crimes tossed out the old wine marketing 101 playbook,” says Linda Knight, Chief Creative Officer at Observatory. “While the majority of winemakers are busy making influencer posts on Instagram, 19 Crimes is infiltrating pop-culture, and getting real results.”
This campaign has launched on television and social media platforms.
Snoop Cali Gold AR bottles are available nationwide for a suggested retail price of $18 per 750-ml. bottle.