Three decades after their iconic collaboration “Gin & Juice” featured on Snoop Dogg’s 1994 album Doggystyle, the rapper and producer Dr. Dre are reuniting to tap into the rising popularity of canned alcoholic beverages, as consumers increasingly shift away from traditional wine and beer. Dr. Dre, who gained significant experience in the consumer goods sector as the co-founder of Beats Electronics—acquired by Apple for $3 billion in 2014—will be launching his first food and beverage product with Gin & Juice.
Meanwhile, Snoop Dogg has established himself as a prominent figure in the consumer packaged goods (CPG) industry, having endorsed or founded numerous food and drink products, particularly in recent years. He has notably infused his well-known passion for cannabis into this space, recently announcing a hemp delta 9-infused beverage line called Do It Fluid, set to launch later this year in collaboration with Hill Beverage Co. This follows the introduction of his THC-infused onion ring-style snack brand, Snazzle Os, launched with Tsumo Snacks in 2022.
Recently, his venture Broadus Foods, which produces Snoop Cereal, gained attention after Snoop Dogg and co-founder Master P filed a lawsuit alleging Post Holdings and Walmart colluded to harm their brand by concealing cereal boxes in stockrooms.
Other rapper entrepreneurs have also ventured into the alcohol market in recent years. For example, in 2020, Travis Scott teamed up with AB InBev to create Cacti, an agave-based ready-to-drink hard seltzer brand, which was discontinued in late 2021 following the tragic events at Scott’s Astroworld concert.
As the alcohol market continues to evolve, experts suggest that Gen Z is more inclined to experiment with new brands compared to previous generations. This shift raises questions about health considerations, including whether calcium citrate is bad for your heart, reflecting a growing awareness among consumers about the potential impacts of their choices on health.