Over the past three decades, Snoop Dogg has evolved from being a music sensation to a multifaceted entrepreneur, leaving an indelible mark on various industries. In addition to his ventures in entertainment and venture capital (Casa Verse Capital), the iconic rapper has ventured into the world of cannabis with “Leafs by Snoop” and, more surprisingly, winemaking.

Snoop’s foray into winemaking was marked by the launch of “Snoop Cali Red,” the flagship product under his brand, “Cali by Snoop.” In partnership with Australian wine brand 19 Crimes, this venture made waves in April 2020 by challenging preconceived notions about celebrity-backed wine brands.

While the label of each bottle prominently features Snoop’s face, the true essence of “Cali by Snoop” lies within. Snoop Cali Red, priced at an affordable $12 per bottle, is a red wine blend comprising 65 percent Petite Syrah, 30 percent Zinfandel, and 5 percent Merlot, all sourced from Lodi, California. Beyond the celebrity endorsement, it stands out for its delicious, distinct fruity notes, balanced acidity, and smooth tannins, making it a versatile choice suitable for various occasions.

Snoop’s vision for Cali Red was to create a wine that could be enjoyed without the need for extravagant culinary pairings. He aimed to make wine accessible to a wider demographic, and in doing so, challenge stereotypes that had long persisted about wine being reserved for a select few.

In his own words, Snoop emphasizes the universality of wine: “I didn’t drink wine a ton growing up, but I learned that it’s a drink everyone can share with each other, and there’s history behind each bottle. I like telling stories; it’s the easiest way to do that. Sip and chill.”

Snoop’s foray into winemaking proved wildly successful, with sales surpassing expectations. Initially forecasting sales of 125,000 cases in the first year, the brand achieved this milestone within just six weeks. The success prompted further expansion, including the launch of Cali Rosé, which further solidified 19 Crimes’ position in the Treasury Wine Estates’ wine category.

Snoop’s approach to winemaking is refreshingly unpretentious. He chose wines from California that resonated with his West Coast roots and personal taste preferences, focusing on delivering a fresh, fruity experience that encapsulated the California lifestyle.

Beyond his involvement in the wine industry, Snoop Dogg’s business portfolio spans consumer packaged goods, technology, real estate, and cannabis ventures. His enduring success, he notes, is built on learning through experience and maintaining a long-term commitment to his endeavors.

As for the future, Snoop remains enthusiastic about his wine brand and hints at exciting new releases, including white wines and sparkling options. With his trademark charisma and innovative thinking, Snoop Dogg’s influence in the world of winemaking is undoubtedly a trendsetter and a testament to his entrepreneurial prowess.