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Prestige Beverage Partners With Snoop Dogg On Upscale Gin

September 1, 2020

Snoop Dogg, Prestige Beverage Group, and Trusted Spirits have teamed up to create Indoggo, a new strawberry-flavored gin. Indoggo will launch in California in September through Gallo Sales Company. The plan is to gradually launch the gin through the fall and winter and reach national distribution by early 2021 via Prestige’s distribution network, which also includes RNDC, Johnson Brothers, Breakthru, Empire, Heidelberg, and Martignetti Companies. Indoggo will retail for around $30 a 750-ml.

“The idea began when Keenan Towns (of Trusted Spirits) hired Snoop as a brand ambassador for Tanqueray gin,’ said Scott Schilling, CMO at Prestige. “When Keenan left Diageo in 2018 he went to Snoop and the two agreed to bring Snoop’s idea to life.”

The 40% abv flavored gin is made with a blend of seven botanicals, including juniper, orange, coriander, cassia, and strawberry, and is certified gluten-free. Indoggo elevates fruit flavors like citrus and strawberry over the juniper that leads in traditional London Dry gins. Snoop plans to integrate the brand into his live tours in the future. “I am an equity partner, this is my baby, my passion, my creation. This is not a spokesperson or license deal, this is mine,” Snoop told SND.—Shane English

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