When you work for Snoop Dogg you are probably happy to accept a job title like "head of cannabis operations".
Snoop Dogg, born the more mundane Calvin Broadus, is an American rapper, record producer, and actor who has been known to enjoy a spliff or two.
He has sold 35 million albums worldwide and has just invested in a partnership with Harmony Craft Beverages to release a range of cannabis and "functional" drinks named Iconic Tonics. newsletter the drinks business reports
Functional drinks, for those not up with the jargon, are drinks with added ingredients that offer specific health benefits, beyond taste and hydration. Like cannabis-infused beverages,
As wellness and mindful drinking trends accelerate, the musical artist’s move to release Iconic Tonics is well-timed for the sector.
“I’ve always been about innovation, and functional beverages are the next frontier," said Mr Dogg.
"People want drinks that do more than just taste good – they want benefits, and they want choices. Harmony Craft Beverages has been pioneering this movement, and together now as Iconic Tonics, we’re bringing something fresh to the table. This is more than a brand - it’s a lifestyle.”
Snoop Dogg’s growing presence in the hemp-infused products categories already includes his Death Row Records Do It Fluid and Dogg lbs Doggy Spritz brands.
In addition, his portfolio also features a line of "mind-expanding elixirs" named Lifeblood by Love Yer Brain which have been co-created with Wayne Coyne of The Flaming Lips; Klaus - a line of infused mocktails by mixologist Warren Bobrow; Malus; an elevated cider; Herbaceé; a wine-inspired botanical-forward drink, and Lift: a line of hemp-infused seltzers. He's a very thirsty fellow.
“We’re building a platform that’s bigger than any one brand," says Iconic Tonics co-founder and CEO Evan Eneman.
"Consumers are moving beyond traditional alcohol and sugar-laden beverages - they want function, flavour, and experience. With Snoop’s cultural reach and our proven ability to develop and launch groundbreaking drinks, we’re setting the stage for the next evolution in beverages.
"We’re thrilled to have Snoop Dogg as an investor and partner. Snoop’s vision for the cannabis industry aligns perfectly with our mission to create positive change with our functional beverages.”
Tiffany Chin, head of cannabis operations at Snoop Dogg’s ventures, added: “We’ve built a trusted relationship with the leadership team at Harmony Craft Beverages for years, and this partnership is a natural next step.
"With our consumer reach and distribution and their expertise in functional beverages and commitment to quality, we’re poised for exceptional growth. Iconic Tonics will bring something truly special to consumers - great-tasting drinks with real benefits.”
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