At the convergence of the ready to drink (RTD) and celebrity alcohol brand trends is the new Gin & Juice By Dre and Snoop.
This is the first release from a newly formed spirits company launched by the two musical and cultural icons.
Celebrating the 30th anniversary of Snoop’s debut album, Doggystyle, produced by Dr. Dre, the canned beverage is named for Snoop’s Grammy-nominated 1994 song “Gin & Juice.” It comes in four flavors: Citrus, Melon, Passionfruit, and Apricot.
These are gin-based cocktails, with packaging designed by Ini Archibong. Product begins rolling out domestically throughout the U.S. now through early spring.
More offerings from the brand will be announced in the future.
The spirit company will be led by Patrick Halbert, Andrew Gill and Rocco Milano, founders from On The Rocks Cocktails. In addition to Dr. Dre and Snoop Dogg, investors include Jimmy Iovine, Main Street Advisors, Marc Rowan and Tom Werner.
Gin & Juice By Dre and Snoop will distribute nationally through Southern Glazer’s Wine and Spirits.
“Together, we always try to create magic, we’re having fun being creative, and everything about this product is really us,” says Dr. Dre. “There’s passion behind it, and friendship and love and a culture. We’re shooting to make everything we do magnificent, and fortunately, most of the time we hit the target.”
“Look where we’re at in our careers,” adds Snoop Dogg. “Look at our age and look at what we’ve done, and we still love each other, so why not do something together? A lot of times people have been in a relationship for thirty years and can’t talk to each other, can’t hang out, so it’s just fun to be in a partnership with people that you actually love.”
I can’t believe that there isn’t a Grapefruit flavor in this roll out! And only 5.9% abv? What’s in the cans better be super fruity and sweet enough to get to the top of the pile of RTDs…which is pretty saturated as it is. I can’t wait to try this one, and hope that the Citrus is primarily “grapefruity”.
Good Luck to two Legends!