Snoop Dogg Mixes His New Gin In Minnesota
There’s only one cocktail suitable for celebrating a business deal with Snoop Dogg: gin and juice.
Twenty five years after releasing his hit, “Gin & Juice,” the rapper-turned-media-personality this week launched his own gin brand, Indoggo, developed in Minnesota by St. Paul’s Prestige Beverage Group and manufactured locally by a Prestige partner. Indoggo joins a portfolio of more than 70 Prestige brands including Joia Spirit, Risata Wines, Yes Way Rose, and KINKY Beverages. Snoop’s gin marks the first big celebrity partnership for the 46-year-old company.
“We are thrilled to add the world’s best tasting gin to our incredible portfolio,” said Scott Schilling, general manager and chief marketing officer of Prestige. “With Snoop’s influence and Indoggo’s distinctive flavor profile, we’re confident we’ll recruit the next generation of gin drinkers and inject some real energy into what has historically been a stodgy category.”
Indoggo is distilled with premium orange, coriander and cassia botanicals and infused with all-natural strawberry flavor for a “slightly sweet and fruity finish.” It’s certified gluten free. Snoop Dogg, who in 2018 set a Guinness World Record for the “largest paradise cocktail,” mixing 132 gallons of his signature gin, apricot brandy and orange juice on stage at the BottleRock Napa Valley music festival, didn’t mind the taste tests to get there.
“Snoop sent us back to the drawing board a few times, but it was worth it,” Schilling said. “Gin is a hot category in the United States and we believe it’ll continue to grow with the right innovation.”
The launch comes at a critical time in the liquor business, which has been hard hit by Covid-19 with bar and restaurant sales significantly limited. But while on-premise sales have dropped, liquor store sales are up.
“Consumers are going into stores and seeing out brands they’re familiar with,” Schilling said. “Our business is growing as we have a large portfolio of well-known and well-loved brands that are thriving at retail. When you have a game-changing product like Indoggo, developed, backed and co-owned by an A-list celebrity like Snoop, you can launch with confidence…even in the current Covid-driven marketplace.”
Prestige has celebrity beverage supplier Trusted Spirits to thank for the partnership with Snoop. Trusted Spirits co-owner Keenan Towns had worked with Snoop back when he was a brand ambassador for Tanqueray and knew the rapper wanted to launch his own gin. Towns brought the project to Prestige, which is known in the industry for turning ideas into successful products; working with brands on product development, packaging design, and marketing.
“Our in-house creative team worked closely with Snoop and Trusted to create the final package design,” Schilling said. Indoggo comes in a modern purple bottle—but to be clear, that’s not a nod to the Vikings or Prince, rather, it’s Lakers purple—the Los Angeles rapper’s favorite team.
Schilling and his team had planned to clink glasses with Snoop at his California compound back in late March, but had to cancel due to the coronavirus pandemic. Instead, Schilling said, the collaborators have raised glasses over Zoom. “As soon as it’s safe to get together, we’re exited to head down to Cali and hang with the Doggfather in person.”
Until then, Snoop’s recipe for his “Laidback Gin & Juice” includes two ounces of pineapple juice mixed with two ounces of his own gin, topped with club soda and garnished with strawberry slices.