West Coast rap legends and business moguls Dr. Dre and Snoop Dogg announced they are back at it, but the drop isn’t a new track. Announced today, a ready-to-drink collaboration inspired by the duo’s iconic “Gin & Juice” song is now available across the U.S.
The new cocktail was teased via a video on X this weekend recreating their own version of the opening scene from Martin Scorsese’s 1990 mob classic, Goodfellas. While fans await a new album from the two, Gin & Juice is the first release from the new “premium spirits company” led by pros in the RTD space, the founders of On The Rocks cocktails. That includes Patrick Halbert as CEO, Andrew Gill as chief strategy officer and Rocco Milano as executive vice president of sales. The three will work alongside a core team of former On the Rocks employees. Investors include Jimmy Iovine, Main Street Advisors, Marc Rowan and Tom Werner, according to the release.
The 5.9% ABV canned cocktail is available in four flavors: Citrus, Melon, Passionfruit, and Apricot. Rollout will begin via Southern Glazer’s Wine and Spirits at chain grocery stores and on-premise establishments. Packaging design for the “premium gin-based cocktails” comes from Switzerland-based, Nigerian-American designer Ini Archibong who has produced collections with brands such as Hermès, Knoll, and Logitech.
Gin & Juice will be rolling out throughout the U.S. through early spring, with more offerings to be announced in the future, according to the release. The launch comes as Snoop Dogg’s 1993 debut album, Doggystyle, produced by Dr. Dre, celebrates its 30th anniversary.
A trademark was filed last May under Defiant Ones for Vodka & Juice By Dre And Snoop, and in October for Still G.I.N. By Dre And Snoop, hinting at future products. The Defiant Ones was an HBO documentary series on record executive Jimmy Lovine and Dr. Dre, who co-founded Beats Electronics.
This is the first public collaboration between the On The Rocks founders and another brand since it was purchased by Beam Suntory in 2020 and rose to one of the top selling RTDs. Halbert and Milano were expected to continue to play leading roles with On The Rocks as it became a part of the Beam Suntory portfolio, according to a release at the time of acquisition. Several of the splashiest celebrity launches in the past few years have been developed with hospitality and spirits entrepreneurs who have earned their stripes with major BevAlc players.
Founded in 2015, On The Rocks was ahead of the RTD curve by boasting bartender-level on-the-go cocktails with premium ingredients. Initially inspired by conversations with Virgin America’s food and beverage team, former bartender Milano found a niche in airline and hospitality channels, which Beam Suntory still prioritizes.
For Snoop the RTD represents another foray into beverage after launching brands in cannabis, coffee, wine (with buddy Martha Stewart too) and spirits. He’s also made multiple appearances as an alcohol marketer, from St. Ides malt liquor in the early 90s to current day partnerships with Corona and Happy Dad Hard Seltzer. This isn’t the entrepreneur’s first tribute to Gin & Juice, in 2020 he collaborated with celebrity spirits seller Trusted Spirits on Indoggo, a gin infused with natural strawberry flavor. Despite his advertising partnerships with other BevAlc brands, Snoop admitted he doesn’t drink any products from the brands he promotes.
One of Snoop Dogg’s other businesses has also recently made headlines, as he and Master P took legal action against Walmart and food manufacturer Post Consumer Brands, arguing that both companies attempted to sabotage their brand.