Snoop Dogg has entered a multi-year partnership with 19 Crimes, the first winery that uses augmented reality to bring their labels to life.
He’s slowly following in the pioneering footsteps of NBA Hall of Famer Isiah Thomas, the only African-American to own a vineyard.Isiah Imports is the exclusive owner and importer of CHEURLIN and Cheurlin Thomas Champagnes
The first wine from the collaboration will be “Snoop Cali Red,” available in stores this summer. The expansion will also boost the visibility of 19 Crimes, a wine company that is inspired by the convicts turned colonists that built Australia.
— Linkums (@BarbaraGibbs2) July 6, 2020
“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 of my fans,” Snoop Dogg said. “It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!”
Snoop continues to execute one of the greatest brand transformations and evolutions in the history of entertainment.
“Snoop Dogg has really immersed himself in the food world. The renowned rapper collabed with Dunkin’ to make a sandwich, co-hosted a dinner party show with Martha Stewart herself, and even holds a Guinness World Record for mixing the world’s largest gin and juice. Now, he has his very own vino coming out this summer.
The wine is promoted as the brand’s first California wine and fittingly features Snoop’s face on the label. The red wine blend includes 65 percent Petite Syrah, 30 percent Zinfandel, and 5 percent Merlot for $12 a bottle, according to Food & Wine.”
19 Crimes ranked #4 in Drinks International’s “The World’s Most Admired Wine Brands 2020” and for the fifth straight year named a “Hot Brand” in Shanken’s IMPACT Newsletter.
The Snoop Dogg brand continues to expand. He remains unique in his ability to penetrate any marker. He can be the face of marijuana, rep gang affiliations, call an NHL hockey game, be Black and legendary in the gaming community, sell car insurance, food, coach kids in football and confidently place Martha Stewart on his best friends list.