Created in collaboration with wine company Treasury Wine Estates, Cali by Snoop ‘challenges the convention of wine with a unique narrative and sense of personality, underpinned by the wines’ approachability and suitability for consumption occasions aligned with a West Coast lifestyle.’
This represents the brand’s first move into the rosé category.
“The love we got when we launched Cali Red last year was incredible,” said Snoop Dogg.
“I always said I wanted to create a wine that cuts away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try, and the feedback from my fans shows we bottled that.”
Republic of Ireland Launch
The launch of Cali Rosé will be supported by a sizeable integrated marketing campaign across the Republic of Ireland, including disruptive in-store displays and promotions, and out-of-home, PR, digital, social and influencer engagement.
Ben Blake, head of marketing, EMEA, at Treasury Wine Estates, said, “Following the successful launch of Cali Red, we are delighted to be continuing our partnership with music icon Snoop Dogg and launching Snoop Cali Rosé to the Republic of Ireland this spring.”
Blake explained that Cali by Snoop is a brand that honours Snoop’s story – one that tells of overcoming adversity, beating the odds, and taking his place as a leader in contemporary pop culture.
“Snoop embodies the timeless value of perseverance, and this rosé promises to not shy away from being bold, full of character, and emulate the chilled Cali lifestyle,” he said.
Cali Rosé is a ‘bright rosé with ripe fresh strawberries, complemented with delicate florals and rose petal aromas.’
The rosé is fruit forward, with raspberry, strawberry and cherry notes.
Snoop added, “This year, we’re back and dropping the all-new Snoop Cali Rosé, to bring you those fresh feels from spring into summer and beyond.
“I am heading to Ireland for my latest tour this March, and I can promise you, I’ll be bringing bottles of Cali Rosé. I hope you join me in sipping on my rosé this summer and think of the California coast when you do. This is how we rosé – the Snoop Dogg way!”
Snoop Dogg is set to play the 3Arena, Dublin, on 26 March.
Snoop Dogg Cali Rosé launches in the Republic of Ireland from March in Carry Out stores, at RRP €16.99.