Hip-hop duo Dr Dre and Snoop Dogg have brought their ultra-premium gin to the UK.
Still G.I.N. By Dre & Snoop is described as a “clean, light” and “supremely drinkable” 42.5% abv spirit with notes of tangerine, jasmine, and coriander.
Packaged in a “unique, honeycomb” 70cl bottle, the tipple has launched DTC via the Dre & Snoop webstore (£38/70cl).
It follows the UK launch of the duo’s canned cocktail range, Gin & Juice by Dre & Snoop, in July.
Taking their name from Snoop Dogg’s 1994 single produced by Dr Dre, the 5.9% abv RTDs launched via independent retail, DTC and Amazon (rsp: £2.50/250ml) in Citrus, Melon, Passionfruit and Apricot.
Both Gin & Juice and Still G.I.N. were developed in partnership with premium pre-mixed cocktail supplier On The Rocks Cocktails.
However, “Dre and Snoop were involved in every step – from the bottle design down to getting the perfect harmony of botanical notes and smooth mouthfeel into each sip,” insisted On The Rocks Cocktails chief strategy officer Andrew Gill.
“Together, what we came up with Dre and Snoop was the gin we’ve always wanted to make,” he added.
The launch is being backed by a 90-second YouTube ad that introduces Dr Dre and Snoop Dogg to Frank Sinatra and Sammy Davis Jr. through AI.
‘Still G.I.N. for everybody: a toast between legends’ aimed to capture “the balance of classic and modern” that defined the premium gin brand, it said.
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