Treasury Wine Estates (TWE) has announced the launch of a new disruptive wine brand Cali by Snoop to the UK market.
Created in collaboration with US rap icon Snoop Dogg, the brand 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.
Cali by Snoop wines have a striking design, which includes Snoop Dogg’s profile on the label and five collectable corks which each feature a unique image of the artist.
With the brand’s first wine, Cali Red, hitting shelves in August, the launch will be supported by a sizeable integrated marketing campaign which will include disruptive in-store display and promotion, out of home, PR, digital, social & influencer engagement and an in-person event.
The brand will also be utilising ground-breaking augmented reality technology, with consumers invited to "Ask the Doggfather" by following a QR code on the back label where the D.O.G.G will respond to their questions.
TWE has laid out long term plans for Cali by Snoop with a rose wine launching in February 2023 and further new product development in the pipeline.
Ben Blake, head of marketing EMEA at Treasury Wine Estates, said: “It is such an honour to partner with music icon Snoop Dogg, and bring a wine of such quality to the UK. Cali by Snoop is a brand that honours Snoop's story, one which tells of overcoming adversity, beating the odds, and taking his place as a leader in contemporary pop culture. Snoop embodies the timeless values of perseverance and redemption. No doubt, Cali Red, the first wine to launch in the portfolio will be a hit with fans of Snoop Dogg and we’re excited to see how this brand grows over the coming years.”
Cali by Snoop Cali Red launches in the UK from 8 August across wholesale, impulse, and retail accounts at RRP £11.00 - £9.00.