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Thursday, 3 June 2021

Snoop Dogg aims to convert Australian wine drinkers

Americans traditionally drink a whole lot more Australian wine than Australians consume wine from the US of A. Too sweet, too oaky, too expensive are three commonly given reasons. 

One man is aiming to change that: US rapper, turkey donator and home delivery advocate Snoop Dogg. 

Dogg is the man behind 19 Crimes Snoop Cali Red, which was named the number one wine innovation of 2020 launched in the US and exceeded its initial 12-month sales forecast in the first two months of launch.

But will Australians take to this blend of petite sirah (someone tell Mr Dogg we call it durif in Australia) and zinfandel? 

Born and raised in Long Beach, Dogg joined forces with 19 Crimes to create the first Californian wine in the portfolio, a wine described as "a unique red blend with ripe, punchy fruit". 

“I’m such a fan of this wine and I’m excited to bring ‘Snoop Cali Red’ to my Australian peeps and share the experience with my fans," Snoop Dogg says. "19 Crimes is one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!” 

Angus Lilley, Treasury Wine Estates Chief Marketing Officer says: “Snoop Dogg is a culture creator, innovator and a leader in pop culture. Australians love him, and they have been asking for this wine since it launched in the US back in July. We are truly excited to launch 19 Crimes Snoop Cali Red to Australia.”

19 Crimes Snoop Cali Red is available now for $18 RRP. I have no idea what to expect of wine doggstyle. 


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