Fans can get a taste of Snoop Grog as rapper Snoop Dogg is launching his own wine brand in Britain.
A moody black and white portrait of the US superstar stares out of the label of his Cali Red aimed at “non traditional” wine drinkers.
Snoop follows a long list of celebrities launching their own wine ranges with Kylie Minogue, Graham Norton and Philip Schofield amongst the most successful.
Cali Red with a premium price tag of £11 hits shelves at Asda, Morrisons and Tesco from Monday.
The bottles have cutting edge augmented reality so those enjoying the tipple can quiz the rapper about it via a QR code in an “Ask the Doggfather” feature.
And there are five collectible corks, each printed with a different image of the 50-year-old star.
Snoop said: “I didn’t grow up a wine drinker. 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.”
The upmarket wine is being distributed by Treasury Wine Estates which owns Australian brand 19 Crimes - named after the 19 crimes punishable by deportation from the UK to Oz and first enforced in 1787.
They included theft for items worth under one shilling (5p), buying or receiving stolen goods, impersonating an Egyptian (being nomadic) and stealing fish from a river or pond.
Ben Blake, head of marketing at Treasury Wine Estates, said: “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.
“Snoop embodies the timeless values of perseverance and redemption. No doubt, Cali Red, the first wine to launch in the portfolio will be a hit with fans of Snoop Dogg.”
A Snoop rose is expected to be launched in Britain early next year with more wines added to the rapper’s wine label in 2023.
