Snoop Dogg insists he's 'got to keep evolving' amid new venture as he turns 52

20 October 2023 , 19:18

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Snoop Dogg is 'evolving'

Snoop Dogg might be best known for his lyrical genius, but he's now trying his hand at a new business venture.

While for many he has become the epitome of West Coast hip-hop culture, he's hoping to spread the joy of his roots in another way as he takes to the wine-making business. Snoop, who turned 52 today (Friday October, 20), admitted to the Mirror he is always looking at ways to enhance his portfolio and sees Cali by Snoop as the perfect next step.

He said: "When you've been in the game as long as I have, you gotta keep evolving and expanding your horizons. When you don’t keep an open mind, you get left behind. But the whole wine world of wine still felt like a club for other people, so that’s why I created my brand, Cali by Snoop. I put my own twist on it, and created some Snoop Dogg flavours."

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Snoop Dogg with his Cali Rosé (Cali by Snoop)

Expanding on his product, he added: "I wanted to create a wine that would cut away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try. I love the aesthetics of the bottles we do. Some people who don’t even drink love to just keep my wines in their kitchen for show. It’s all part of the process."

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And of course, he can't get away from his West Coast connection. "The grapes are grown in California, just like me. My music is West Coast of course, but I’ve linked up with artists from all over the world on my tracks. I want people everywhere to get that West Coast taste."

Snoop Dogg said the world of wine felt like 'a club for other people' (Getty Images)

Snoop is far from the first big-name celebrity to enter the alcohol business. Earlier this week Jean-Claude Van Damme was on hand to launch his Old Oak Irish Whiskey, telling us the smell of the product brought back fond memories of his childhood and days spent with his grandfather.

Then, of course, there are the likes of Dwayne the Rock Johnson whose special tequila brand Teremana Tequila Reposado has been a popular edition to an alcohol shelf, as to has Kylie Jenner 's 818 Tequila and many other celebrity cross-overs.

Jamie Roberts