US rapper Snoop Dogg and Australian Treasury Wine Estates are bringing their “Cali by Snoop” brand to the UK market.
The “Cali by Snoop” wine brand launches in the UK on 8th August. The brand is part of a partnership between the US rapper Snoop Dogg and the Australian wine producer Treasury Wine Estates. It intends to address “non-traditional” wine drinkers. This strategy will be “underpinned by the wines’ approachability and suitability for consumptive occasions, aligned with a West Coast lifestyle”, according to a press release from Treasury. The new wine brand has been labelled as “disruptive”.
The wines’ labels will feature Snoop Dogg’s profile with five collectable corks each featuring an image of the rapper. “I didn’t grow up a wine drinker”, said Snoop Dogg in a published statement. The wine was foreign in his neighbourhood, but he loves it now. “I wanted to create a wine that removed all the noise and looked and tasted like something people who don’t usually drink wine would want to try.”
The US rapper was involved in the tasting process. The brand’s first wine, Cali Red, will be available in the UK from the 8th August. The bottles will have augmented reality (AR) technology, and consumers can ask Snoop Dogg questions via a QR code.
“Cali by Snoop is a brand that honours Snoop’s story, one which tells of overcoming adversity, beating the odds, and taking his place as a leader in contemporary pop culture,” said Ben Blake, Head of Marketing EMEA at Treasury Wine Estates.
Treasury Wine Estates is Australia´s largest wine producer and has seen rising US sales, mainly through its collaboration with with Snoop Dogg and Martha Stewart. Their brand “19 Crimes” is based upon the story of 19 convicts sentenced to live in Australia. The wines of this brand intend to “celebrate the rules they broke and the culture they built”.
