Brace yourselves, Snoop Dogg has announced he’s adding a pink wine to his 19 Crimes collaboration with Treasury Wine Estates: Snoop Cali Rosé.

A blend of grenache and zinfandel, TWE describes the release as a wine that “breaks the rules of typical rosé culture with a touch of California behaviour and Snoop’s iconic West Coast style”.

The tasting notes add: “Ripe strawberry notes along with delicate floral and rose petal aromas. Fruit-forward notes of fresh raspberry, strawberry, and red cherry. Pleasant mouthfeel with balanced acidity and sweetness.”

Snoop said: “We did it big with 19 Crimes Cali Red, so you know we had to do it again – and this time, I was thinking pink. I can’t wait for everyone to sip on my Snoop Cali Rosé and I hope when you open a bottle of this wine you take a little mind trip to my Cali home. This is how we Rosé the Snoop Dogg way!”

There’s no word yet on whether the wine will come to Australia, but Snoop Dogg’s Cali Red is due on shelf here in mid 2021.

Snoop Dogg joined forces with 19 Crimes to create the first Californian wine in its portfolio, a unique red blend with ripe, punchy fruit from the Petite Syrah, complemented by bright, slightly-candied, red fruit from the Zinfandel.

TWE said the collaboration will “cast a modern lens” on the brand, which is inspired by rule-breakers and real stories of redemption.

Angus Lilley, Treasury Wine Estates Chief Marketing Officer, added that 19 Crimes, like Snoop Dogg, is defiant by nature, bold in character and always uncompromising.

“Snoop Dogg is a culture creator, innovator and a leader in pop culture,” he noted. “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 bring 19 Crimes Snoop Cali Red to Australia.”

In the US, Snoop Cali Red has been a runaway success. It was the number one selling wine innovation of 2020 (Source: IRI Total US MULO+C Calendar Year 2020; Dollar Sales).

John Wardley, TWE Marketing Vice President Americas, said: “Snoop has been a dream collaborator that has taken 19 Crimes Snoop Cali Red to the top of the charts as the #1 Wine Innovation of 2020. We can’t wait for this second release to hit our loyal 19 Crimes fan base and see how they Rosé with Snoop Cali Rosé. This is 19 Crimes’ first California rosé and we are already seeing high demand from our retail partners to get it in store as soon as we possibly can.”

19 Crimes adds a dash of caffeine to its range

The popular 19 Crimes brand recently added a new line, The Deported, to its range in the UK, a red blend infused with a shot of cold brew coffee, with strategically placed coffee cup ring stains on the label.

Head of marketing EMEA at Treasury Wine Estates Ben Blake said: “As the UK’s #1 Millennial Wine Brand, 19 Crimes has been a key focus area for us as it continues to perform strongly and drive disruption in the wine category.

“Consumers are constantly looking for new and exciting products within the category and we’ve seen that under 35’s are intrigued by wine fusion products3 whilst 55% of global consumers say they’re interested in trying the newest flavours and fragrances. By blurring the categories and crossing into new territories, we’re confident this new proposition will ignite consumers interest to further discover the category and try new flavours and innovations.”

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