More than 25 years after hip-hop artist Snoop Dogg rose to the top of the charts with “Gin and Juice,” a single from his 1993 debut album, the California native has released Indoggo, a strawberry-infused “juicy gin.” Packaged in an indigo-hued bottle, Indoggo is his first spirit.
Snoop’s other ventures include a California wine, 19 Crimes, and a cannabis brand, Leafs by Snoop. And he’s become known for entertainment projects ranging from a cooking show with lifestyle icon Martha Stewart, to judging Go-Big Show, an “extreme talent competition.”
What else is in the pipeline for the artist and mogul? We caught up with Snoop to find out.
What are you up to right now?
I’ve been in LA most of the year because of the pandemic. But I’ve been making the most of it and using the time to work on new tracks. My new album Take It From A G [was] released in December… I also had the chance to spend some time in Atlanta filming the extreme-talent competition Go-Big Show, where I’m a judge.
What made you decide to launch a gin, and not say, a Tequila?
I’ve wanted to do my own gin since I made “Gin and Juice” but like everything, the timing had to be right. When Keenan Towns of Trusted Spirits left Diageo in 2018, he came to me with the opportunity and we started the process of making Indoggo a reality. Trusted Spirits then partnered with Prestige Beverage Group to bring our idea to the market. I’m excited for us to turn the gin category on its head.
Why a flavored gin, and why strawberry?
I wanted to create the gin with the juice already in it. It was important to me that Indoggo was approachable, juicy, fresh and easy to drink.
We started with all fresh fruit—apple, banana, strawberry and citrus—to create the flavor profile. It took us countless attempts to get to the perfect flavor profile. I tasted and critiqued them all. Most gins are very juniper-forward and while Indoggo has juniper berry in the profile, we’ve used other unique botanicals and infused the gin with all-natural strawberry flavor.
You also have your own wine label. Please tell us about that too.
My partnership with 19 Crimes is the brand’s first California Red, where I was born and raised, so I took the opportunity to rep the West Coast. The wine is a blend of Petite Sirah, Zinfandel and Merlot sourced from vineyards in Lodi. Just like I created the flavor for Indoggo, 19 Crimes allowed me to come up with the perfect blend for me. With these brands, my fans get to experience two different sides of the Dogg. My wine is strong, bold and incredible. My gin is laid-back, juicy and smooth. A lot of people call wine “juice.” So, it’s only right that I give them the gin and juice with Indoggo and 19 Crimes.
“A lot of people call wine ‘juice.’ So, it’s only right that I give them the gin and juice with Indoggo and 19 Crimes.” —Snoop Dogg
What are the occasions when you tend to reach for gin, and when do you like to have wine?
I enjoy both when I’m just sitting back and relaxing. But I reach for the gin more when I’m recording, wine when I’m cooking, and I go between the two when I’m gaming. It really depends on how I’m feeling in that moment.
Do you ever drink with Martha Stewart? What’s that like?
With the pandemic, I haven’t had the opportunity to drink with Martha much this year, but we did have a virtual toast when she received her bottle of Indoggo. She knows how to set up a drink and I value her opinion, so I was excited for her to try it out. I’ve said before, she’s the big sister I never had and we’re usually talking about something even when we can’t do it over a drink.
What are you working on next?
I’ll be bringing Indoggo along on all my tours and DJ gigs. For now, I will be your virtual bartender. I have a few things in the works including my new clothing line and storefront opening, Snoopy’s Clothing. Also, fans can expect more from my partnership with 19 Crimes.