Last summer, Calvin Broadus Jr. also known as Snoop Dogg entered into a partnership with Australian winery 19 Crimes for a special red blend bottle as a tribute to the hip-hop icon. Now, the entertainer and wine company have announced their newest wine: Snoop Cali Rosé.
Snoop Cali Rosé is a blend of Grenache and Zinfandel and breaks the rules of typical rosé culture with a touch of Cali-behavior and Snoop’s iconic West Coast style. As Snoop would say, “This is How We Rosé.” This is 19 Crimes first California rosé and its second collaboration with the hip-hop superstar.
Snoop says in a written statement, “We did it big with 19 Crimes Cali Red, so you know we had to do it again —and this time, I was thinking pink. I can’t wait for everyone to sip on my Snoop Cali Rosé and bring those fresh feels from spring into summer and beyond. I hope when you open a bottle of this wine you take a little mind trip to my Cali home. This is how we Rosé the Snoop Dogg way!”
The original collaboration between Snoop and 19 Crimes, Snoop Cali Red, was the No. 1 selling wine innovation of 2020 (Source: IRI Total US MULO+C Calendar Year 2020; Dollar Sales). After the launch of the partnership, Snoop Cali Red showcased a new, boundary-pushing AR experience, “Ask the Doggfather,” that allowed drinkers the rare opportunity to talk to Snoop Dogg directly. With the latest launch of Snoop Cali Rosé, customers can experience the same “Ask the Doggfather” experience, allowing his fans another opportunity to ask Snoop life’s most pressing questions. They can simply go to askthedoggfather.com on a mobile device and then scan the bottle’s label. Once a question is posed, Snoop will appear in a miniature holographic form to offer words of wisdom with a touch of signature swagger.
John Wardley, TWE Marketing vice president Americas, stated, “Snoop has been a dream collaborator that has taken 19 Crimes Snoop Cali Red to the top of the charts as the #1 Wine Innovation of 2020. We can’t wait for this second release to hit our loyal 19 Crimes fan base and see how they Rosé with Snoop Cali Rosé. This is 19 Crimes’ first California rosé and we are already seeing high demand from our retail partners to get it in store as soon as we possibly can.”