Snoop Dogg launches Indoggo Gin in USBy Nicola Carruthers
Rapper Snoop Dogg has released a strawberry-infused gin brand in the US, called Indoggo.
Described as being made with a “laid-back California style”, Indoggo Gin is made with seven botanicals, including orange, coriander and cassia, and infused with a strawberry flavour. It has been distilled five times and is made with no added sugar.
Snoop Dogg partnered with his friend Keenan Towns, co-founder of Trusted Spirits, a drinks supplier that develops celebrity wine and spirits brands, and importer Prestige Beverage Group, on the development of the gin.
Towns was also a former marketing director and brand director for drinks group Diageo, working on brands such as Cîroc Vodka, Tanqueray Gin and Deleón Tequila. He had worked with Snoop Dogg in 2016 when the rapper formed a strategic partnership with Tanqueray Gin, which included the launch of a campaign inspired by his hit song Gin and Juice.
“We’re so excited to partner with Snoop and Prestige Beverage Group to make Snoop’s and our dream a reality,” said Towns. “Indoggo stands out from any other gin in the world because Snoop, the ‘gin connoisseur’ took two years to develop the juicy and refreshing taste profile. His dedication to the brand makes him the perfect partner.”
Indoggo Gin is described as “light on the juniper flavour” and has notes of strawberry and citrus with a slightly sweet and fruity finish.
“I can’t wait for the world to taste my remix on gin,” said Snoop Dogg. “When I wrote Gin and Juice back in ’94 it was about good feelings and real experiences, it just naturally became a global anthem.”
The expression is recommended served over ice with a squeeze of lime or mixed with tonic water or juice.
Snoop Dogg has also created two signature cocktails for the new gin, including The Laidback, which is made with Indoggo, pineapple juice, soda water and garnished with strawberry slices.
The bottle features a purple colour and has gold foil stamps bearing the rapper’s signature and the brand’s logo.
Indoggo Gin will initially launch in California, the rapper’s home state, in late September and across the US from early 2021. The gin is available in both 750ml and 50ml bottles, priced at US$29.99 and US$1.99. It can be pre-ordered online from Reserve Bar.