Dr Dre and Snoop Dogg launch RTDs

Rappers Dr Dre and Snoop Dogg have created Gin & Juice, a ready-to-drink (RTD) range named after the latter’s 1994 single.

To launch the product, the duo gave a surprise performance at the Super Bowl afterparty last weekend (11 February).

“Together, we always try to create magic. We’re having fun being creative, and everything about this product is really us,” said Dr Dre.

“There’s passion behind it, and friendship and love and a culture. We’re shooting to make everything we do magnificent and, fortunately, most of the time, we hit the target.”

The canned drinks are premium gin-based cocktails and come in four flavours: citrus, melon, passionfruit and apricot.

The packaging is designed by Switzerland-based artist Ini Archibong.

“Look where we’re at in our careers,” added Snoop Dogg. “Look at our age and look at what we’ve done, and we still love each other, so why not do something together?

“A lot of times people have been in a relationship for 30 years and can’t talk to each other, can’t hang out – so it’s just fun to be in a partnership with people that you actually love.”

The spirits company behind Gin & Juice By Dre and Snoop will be led by Patrick Halbert, Andrew Gill and Rocco Milano, the co-founders of On The Rocks Cocktails, which was acquired by Beam Suntory in 2020.

The 5.9% ABV drinks are currently rolling out across the US through a partnership with Southern Glazer’s Wine and Spirits.