The wine and spirits industry isn’t the easiest market to enter–and it’s even harder to flourish in. California rapper Snoop Dogg will try anyway, entering into a partnership with Australian winery 19 Crimes for a special red blend bottle as a tribute to the hip-hop icon.
“Snoop Dogg, an entertainment and California icon, is the perfect partner for 19 Crimes Snoop Cali Red,” said John Wardley, Treasury Wine Estates’s marketing vice president, Americas, in a press statement. “Snoop embodies the spirit of 19 Crimes–rule breaking, culture creating and overcoming adversity. We are truly excited to partner with Snoop and welcome him to the 19 Crimes family.”
The partnership includes a $100,000 donation to the NAACP Legal Fund in light of recent protests over racial injustice and police brutality in addition to working on a long-term plan on providing support to the community. “19 Crimes was born from individuals that overcame adversity, and we are proud to support the NAACP in their fight to seek justice for people who are unfairly facing incarceration, for simple expressing the same outrage that we all now feel,” said John Wardley, vice president, marketing, at Treasury Wine Estates, 19 Crimes’ parent company.
The wine partnership, the company’s first bottling in the California region, will be available nationwide on July 15
“I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all my fans. It’s one of the most successful brands in the market,” said the rapper in a press statement. “So I’m more than eager to bring this collaboration to the world!”