Snoop Dogg partners with Aussie winemaker for $12 vino

19 Crimes have partnered with Snoop Dogg for their first US release.

Don’t be mistaken for thinking this partnership is about music or weed though, but rather a new bottle of red wine ready for export.

As far as music brand partnerships go, this isn’t a world-first, but with alcohol consumption on the up during lockdown, it certainly is smart timing.

Snoop Cali Red, with the entrepreneur’s face on the label, embodies the “spirit of rule-breaking, culture creating and overcoming adversity” according to a statement.

19 Crimes is a subsidiary of Treasury Wine Estates and pays homage to the thousands of British who were exiled to Australia in the 18th century for committing crimes.

“It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world,” said the US rapper.

Snoop shared a snippet of Barnesy in Kirin J Callinan’s single ‘Big Enough’.

19 Crimes’ marketing boss John Wardley, added: “An entertainment and California icon, Snoop Dogg is the perfect partner for 19 Crimes.

“We are truly excited to welcome him to the 19 Crimes family.”

TMN understands that no grass has been used in the making of Snoop Cali Red, but it will contain 65% Petite Syrah grapes, 30% Zinfandel and 5% merlot.

The wine is promoted as the brand’s first Californian release is expected to retail for $12 a bottle, and yes, will also be available for purchase in Australia.

Born Calvin Cordozar Broadus Jr. in Long Beach, California, 48-year-old rapper Snoop was discovered by Dr. Dre and featured on his 1992 album The Chronic.

in 2017, Snoop was denied entry to Australia by former immigration minister Kevin Andrews due to his extensive criminal record.

“He has a whole string of convictions. He doesn’t seem the sort of bloke we want in this country,” Andrews said at the time of the ban, in an interview on 2GB.

He has since sold over 23 million albums in the US and 35 million albums worldwide.