US rapper Snoop Dogg has swapped gin and juice for red wine, partnering with Treasury Wine Estates to bring a new brand, Cali by Snoop, to the UK.
The move is a bid to recruit non-traditional wine drinkers to the category and TWE is backing the launch with a substantial marketing campaign that includes in-store display and promotion; out-of-home advertising; PR; digital, social and influencer engagement; and an in-person event.
The bottle design includes Snoop Dogg’s profile on the label and there are five collectable corks, which each feature a different image of the rapper.
Using augmented reality technology, consumers can also ‘Ask the Doggfather’ by following a QR code on the back label whereby Snoop will respond to their questions.
A rosé wine variant launches in February 2023, with further new product development in the pipeline.
“I didn’t grow up a wine drinker,” said Snoop Dogg. “Wine was foreign to me in my neighbourhood, but I love it now and the community, so I wanted to create a wine that cut away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try. I was involved in the tasting process and just knew from the first sip, everyone was gonna love it. I’m excited to be bringing Cali by Snoop to the UK and share this experience with my fans.”
Ben Blake, Head of Marketing EMEA at Treasury Wine Estates, commented: “No doubt, Cali Red, the first wine to launch in the portfolio will be a hit with fans of Snoop Dogg and we’re excited to see how this brand grows over the coming years.”
Cali by Snoop Cali Red launches in the UK from 8 August with an RSP of £9 to £11.
