Because Apparently, the Natural Evolution of a Rap Career Includes Becoming a California Vintner
In 2020, Snoop Dogg expanded his already bewilderingly diverse portfolio by entering the wine industry. The resulting product: “19 Crimes Cali Red,” a collaboration with Australian wine brand 19 Crimes. Despite the label’s original theme—celebrating real-life 18th and 19th-century criminals exiled to Australia—Snoop became the first living person to be featured on one of their bottles. The brand pivoted somewhat from its colonial penal roots to embrace a man who, while not exiled by the British empire, once faced courtrooms with similar frequency.
The bottle features a grayscale portrait of Snoop giving you a look that seems to say, “Yes, I’m now a winemaker too, deal with it.” The wine itself is described as having bold, smoky notes with just enough sweetness to gently nudge you out of your existential confusion at why this is happening. It’s a Californian red blend, curated with help from Snoop himself—because obviously, this man has opinions about tannin structure.
As part of the rollout, Snoop participated in marketing that included a talking bottle using augmented reality. If you scanned the label with your phone, he came to life through your screen, delivering Snoopisms from beyond the label. The idea that Snoop Dogg would pop out of a wine bottle to deliver digital encouragement, wine facts, or general spiritual guidance is less surprising than it arguably should be.
Cali Red was just the beginning. Spurred by its success, the brand expanded to include “Cali Rosé” and “Cali Gold,” ensuring that fans of sparkling wine and pink liquids could also sip in solidarity with the Doggfather. These wines quickly became some of the top-selling products in their price range, a fact that is both impressive and wholly consistent with the collective public willingness to repeatedly endorse absolutely anything associated with Snoop Dogg.
No longer just a rapper, actor, game designer, breakfast entrepreneur, or reggae reincarnation, Snoop Dogg has found yet another way to saturate the culture: through grapes.
It’s unclear what the endgame is for Snoop’s career trajectory, but if his face ends up on currency or time-travel brochures, no one will be especially surprised. For now, we can simply toast to a career that ages as gracefully as, well, a decent bottle of Cali Red.