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‘We Wanted Something Cool’: Snoop Dogg Unveils First Sparkling Wine That Comes With an Augmented Reality Experience

It appears hip-hop mogul Snoop Dogg doesn’t sleep; he’s too busy deal-making. Almost every week, there seems to be a new deal coming out of his camp.

In January, he announced he was getting into the hot dog business with Snoop Dogs. In February, he purchased his old record label, Death Row Records. This is in addition to his other ventures: cannabis brand Leafs, film production company Snoopadelic Films, the Snoop Youth Football League in Southern California, photo sharing app Snoopify, investment capital firm Casa Verde Capital, and in 2019 Snoop Dogg founded the esports gaming league the Gangsta Gaming League.

Last month, he announced Snoop Loopz cereal in partnership with Master P. Then there’s his new family venture, the Broadus Collection scarves.

Now he has expanded his partnership with the Australian wine brand 19 Crimes. In 2021, he introduced Snoop Dogg Cali Red with the brand. Now he has debuted a sparking wine called Snoop Cali Gold.

Interestingly, Snoop doesn’t drink. The cannabis lover has said he ditched alcoholic beverages in 2008.

Snoop’s new wine comes with a surprise. Each bottle features a unique QR code that allows users to experience a Snoop concert through immersive online Augmented Reality, according to a press release. Consumers scan the code with a mobile device and “D-o-double-g” comes to life and they can enjoy an intimate show by Snoop performing the iconic “Who Am I (What’s My Name)?” from the classic 1993 album “Doggystyle.”

“We wanted something cool with that O.G. party vibe, and I’m hyped to add Snoop Cali Gold to my 19 Crimes collection,” said Snoop in a press release. “This sparkling wine has a fun, fresh feel to it that people will enjoy. Let’s get it popping with Snoop Cali Gold!” 

The wine sells for $17.99.

19 Crimes was launched in 2012, under  Treasury Wine Estates’ portfolio –– which is one of the largest wine companies based out of Melbourne. Every bottle lists and describes a real-life crime. The name, 19 Crimes, refers to the number of felonies a criminal had to have before they were exiled from Britain back in 1787.19 Crimes partnered with Snoop in December 2021 to release Snoop Cali Red. The wine is a red blend made from 65 percent petite Syrah, 30 percent Zinfandel, and 5 percent Merlot, all sourced from California. Next came  Snoop Cali Rosé in summer 2021.

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