Dre and Snoop are “still” at it. The hip hop legends and budding beverage entrepreneurs have released their second bev-alc collaboration, an ultra-premium gin, following the launch of a canned cocktails line earlier this year.
Available at retailers nationwide today through Southern Glazer’s Wine and Spirits (SGWS), Still G.I.N. By Dre and Snoop is a 42.5% ABV gin named for Dr. Dre’s hit single featuring Snoop Dogg, “Still D.R.E.” The gin is described as “a botanical blend that’s modern yet elegant, bursting with notes of tangerine, jasmine, and coriander.” Like the canned cocktails, the black and gold, sleek honeycomb-shaped bottle is also designed by Switzerland-based, Nigerian-American designer Ini Archibong, who has produced collections with brands such as Hermès, Knoll, and Logitech.
“Everything is us from the ground up: the gin, the flavor, the packaging… Everything had to be perfect,” said Dr. Dre in a release. “Snoop said it best: we’re better together – it’s always magical.”
The new offering also comes from the team behind the rap duo’s first offering, the founders of RTD On The Rocks (OTR): Patrick Halbert, Andrew Gill, and Rocco Milano. The brand is banking on a coming ‘gin-aissance’ in the U.S., with Gin & Juice By Dre and Snoop positioned as the ready-to-drink gateway for U.S. consumers to cozy up to the spirit.
At an SRP of $34.99 Still G.I.N. sits at the cusp of gin’s ultra segment, the only bright spot for the category per recent sales data. After luxury spirit sales took off during the pandemic, growth at the top-end of many spirits categories – namely tequila, vodka and cognac – has slowed. But premium gin has enjoyed a longer run: ultra ($35+) was the only segment to experience sales growth (+2.4%) in the 52-week period ending September 7 in off-premise outlets, according to NIQ.
In the U.S., that traction is owed to the higher-end of the category targeting younger demographics with an emphasis on boutique brands and innovative barrel finishes, according to the IWSR. Other players have hedged their bets on global offerings, which have also boosted the spirit’s reputation: this year Spirit of Gallo backed Mexico City’s Condesa Gin and Emma Watson’s Renais Gin entered the U.S. this summer.
Gin RTDs have also helped fuel more interest in the spirit, according to the IWSR. Snoop and Dre’s development team previously said that in addition to the premium RTDs, the brand would approach the category by staying away from its medicinal roots (the gin and tonic was first invented as an antimalarial agent) and will encourage showcasing the spirit on-premise in a variety of cocktail styles and techniques.
Since launching in February, Snoop and Dr. Dre have been busy leveraging their names on behalf of the RTD brand, particularly into sports partnerships. The company also expanded into the U.K. where gin hit its peak a few years ago, but the team is betting on its founders and “outside of the box” marketing plans to continue pushing sales on both sides of the pond.