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Snoop Dogg On Drinking Weed: ‘It’s Like A Chill Cruise, Not A High-Speed Chase’

Last updated: August 25, 2025 12:41 pm

Javier Hasse

“I’m just giving people what they want. We’re giving them choices, somethin’ real, somethin’ that vibes with their lifestyle. It’s about creating that alternative, that go-to, for every occasion. Cannabis has been a part of our culture forever. Cannabis, these drinks, it’s all about wellness, about living your best life,” Snoop Dogg says in an exclusive interview. When he talks, he still lands his message like a direct hit on the zeitgeist, with candid words rooted in decades of cultural sway.

Earlier this year, the rap legend stepped into new territory once again. This time, it’s not music or film, but a full-on dive into functional beverages with Iconic Tonics, a portfolio of seven hemp- and cannabis-infused brands. Think of it like a supergroup album: each drink is a soloist with its own flavor, personality and vibe.

Functional Beverages On the Rise

The timing could not be sharper. Analysts value the U.S. functional beverage market at around $50 billion, with projections climbing toward $62 billion by 2027. Globally, the category already surpasses $220 billion as health-conscious consumers shift away from sugar-heavy sodas and high-proof booze.

Cannabis beverages are one of the fastest-rising segments in this mix. Forecasts suggest the global cannabis drinks market could rocket from $2 billion in 2023 to more than $117 billion by 2032, with U.S. sales alone topping $80 billion. For Snoop, it is about catching that wave early and making sure it rides in style.

Gen Z is already leading the shift, drinking 20% less alcohol than Millennials did at the same age. The result has been a surge in non-alcoholic sparkling waters, adaptogenic tonics and hemp-based seltzers. Iconic Tonics fits right into that landscape.

Behind the Brand

At the center of the project is Evan Eneman, co-founder and CEO of Iconic Tonics. His history with Snoop goes back over 15 years, starting in the music world before evolving into cannabis ventures. Together, they helped launch Casa Verde Capital in the early 2010s. By 2018, Eneman shifted toward functional drinks, sensing an opening for innovation beyond alcohol.

“We’ve been grinding for six years in an ever-changing landscape,” Eneman says. “We believe in craft, we believe in building a purposeful foundation first, and we want to uplift and inspire people with healthier options.”

That vision eventually crystallized into Iconic Tonics: a portfolio designed not around one big flagship brand but around a constellation of smaller, targeted ones. “A single brand can’t capture the full range of consumer preferences,” Eneman explains. “Growth depends on the collective shift in how people frame ‘social drinking.’”

The Iconic Tonics Lineup

Like a festival lineup, each brand in the portfolio speaks to a different audience:

  • Klaus, craft mocktails guided by mixologist Warren Bobrow
  • Herbacée, a wine-inspired creation from sommelier Jamie Evans and entrepreneur Cynthia Salarizadeh
  • Malus, a cider crafted by a master brewer
  • Lifeblood by Love Yer Brain, imagined with Wayne Coyne of the Flaming Lips
  • Lift, hemp-infused seltzers designed for balance and relaxation
  • Do It Fluid and Dogg lbs Doggy Spritz, Snoop’s own hemp-derived THC brands blending his cultural weight with Harmony Craft Beverages’ expertise

The idea is to cover every base, from mocktails to cider to seltzers to THC spritzers, all under one umbrella. Or, as Snoop puts it: “We went from rollin’ up joints, to munchin’ on them edibles, now we sippin’ on infused drinks. Why? We giving people options for every occasion. Most people can’t smoke everywhere, and edibles do what they do. But drinks? You sip, you feel it, nice and easy. You can pace yourself, keep it mellow, keep it smooth. It’s like a chill cruise, not a high-speed chase. Plus, it’s discreet and you can mix it up with all kinds of flavors. Iconic Tonics, that’s the next wave, believe that.”

Celebrity Power, Market Momentum

Snoop is not alone in staking out this new frontier. Other cultural heavyweights including Seth Rogen, Gwyneth Paltrow and Big Freedia have also leaned into THC- and CBD-laced drinks. But Snoop’s approach stands apart: not just a single product, but a full ecosystem of beverages built to meet consumers where they are.

And the market is following. Retailers like Total Wine & More and delivery platforms like DoorDash have begun stocking cannabis or hemp drinks, with DoorDash recently explaining its cannabis and hemp strategy.

For Snoop and Eneman, the bigger play is cultural. They want cannabis drinks to become as common at parties, concerts and home fridges as craft beer or hard seltzers. “Game recognizes game,” Eneman says. “If we do this right, it’s not just a product, it’s a movement.”

The Next Wave

The market will ultimately decide how fast cannabis beverages go mainstream. But Snoop Dogg is not hedging. By bundling multiple brands into one portfolio, he is betting that functional drinks will reshape how people celebrate, relax and socialize.

And if history is any guide, from “Gin & Juice” to Doggy Spritz, when Snoop sets the tone, culture usually follows.

This story was originally published on Forbes in March 2025 and has been updated and adapted for High Times.

Snoop Dogg On Drinking Weed: ‘It’s Like A Chill Cruise, Not A High-Speed Chase’
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Klaus Reviews

Klaus: Setting the Gold Standard in Cannabis Beverages

One day, while Warren Bobrow, famously known as “The Cocktail Whisperer,” was enjoying a drink, an idea struck him that would change his whole career. For years, he had perfected the skill of creating cocktails, becoming a renowned mixologist with an extensive knowledge of spirits and taste. However, at that instant, he understood that the future of beverages lay not in alcohol but in drinks infused with cannabis. Drawing from a rich foundation in culinary creativity and a personal relationship with cannabis in his wellness regimen, Bobrow felt compelled to develop something revolutionary: a cannabis drink that matched the elegance, taste, and purpose of the best cocktails. Thus, Klaus came into existence—a brand that fuses his enthusiasm for mixology with his affection for cannabis, providing a completely fresh kind of drinking adventure.

The rise of cannabis beverages stands out as a major wellness trend leading into 2025. What was previously viewed as a niche market is now becoming mainstream, with an increasing number of individuals selecting cannabis beverages as a healthier, alternative method to relax and improve their well-being. Klaus is leading this change, establishing the benchmark for what constitutes a premium cannabis drink. Through meticulously developed recipes, premium ingredients, and an emphasis on intentional consumption, the brand provides an elevated drinking experience that emphasizes both the ritual and the outcomes.

Let’s learn how Klaus is redefining cannabis beverages with innovation, craftsmanship, and a commitment to mindful indulgence!

From Cocktails to Cannabis

Bobrow’s path to creating Klaus is anything but ordinary. A child of the 1960s, Bobrow’s career began in the film industry, where he earned a degree in film at Emerson College. But his true passion was always in food and drink. He left the film world behind to apprentice as a chef, eventually owning a successful pasta business in Charleston, South Carolina. However, when Hurricane Hugo struck, his business was lost, and he found himself starting from scratch once again.

This time, he turned to banking. Spending nearly two decades in the corporate world, he worked his way up the ladder. Yet, he describes those years as “soul-sucking” and deeply unfulfilling. “It was not one of my shining achievements in life,” he admits. But in hindsight, those years provided him with the financial security to explore his true passions when the time came. And that time came sooner than expected.

After leaving the banking world behind, Bobrow returned to the culinary and spirits industry. Today, as CEO, Chief Flavorist, and Co-Founder of Klaus, he channels his deep mixology expertise into crafting cannabis beverages that redefine the drinking experience. He also became a renowned mixologist, author, and educator, earning a spot in the prestigious Saveur 100. He also became a rum judge for the Ministry of Rum and spent years attending Tales of the Cocktail, a celebrated event for industry professionals. But it wasn’t until 2018 that he made a life-changing decision: he walked away from alcohol altogether. A regular cannabis user for over fifty years, Bobrow realized that cannabis could offer a more therapeutic and mindful way to experience a drink. That’s when the idea for the cannabis beverage brand was born.

A New Chapter in Cannabis Beverages

Klaus is not just a brand; it’s a reflection of Bobrow’s unique journey and philosophy. The company’s mascot, an ancient German “drinking” gnome, has traveled the world with him as a companion on his many adventures. Klaus represents both the joy of indulging in a good drink and the rich traditions of sharing stories over a well-crafted beverage.

The creation of the brand was Bobrow’s way of combining his expertise in mixology with his love for cannabis. Unlike many cannabis beverages on the market, Klaus is crafted with the same care and attention to detail as a fine cocktail. Bobrow wanted to create drinks that didn’t just offer the effects of cannabis but also delivered an enjoyable and sophisticated experience. “The drinks I prepare are the best they’ve ever had,” he says with pride, referencing the high standards he sets for each of his creations.

The Art and Science Behind Klaus Beverages

What truly sets Klaus apart is the marriage of art and science. Bobrow approaches cannabis-infused beverages the same way a top-tier mixologist would approach a cocktail—using the perfect combination of flavors, textures, and effects. The key ingredient is hash rosin, a cannabis extract made without solvents that retains the full spectrum of cannabinoids and terpenes, giving Klaus its distinctive flavor and potency.

The attention to detail in the beverages is evident in every sip. Bobrow has made it a point to avoid industrialized ingredients or shortcuts, instead focusing on fresh, high-quality products that enhance the flavor and experience of each drink. His philosophy is simple: “Quality over quantity.” This commitment to excellence ensures that the product isn’t just another cannabis drink on the market—it’s an experience meant to be savored.

Overcoming Challenges and the Future of Klaus

Like many entrepreneurs, Bobrow has faced his fair share of challenges in building the brand into a successful venture. While the company has won multiple awards, including a gold at LA Spirits and several Clio Cannabis awards, he admits that the financial side of the business has been tough. “It’s all financial,” he says. “All those accolades don’t put money in your pocket.” But despite these hurdles, Bobrow remains confident about Klaus’s future. “This is going to be a massive success. I just know it.”

Looking ahead, Bobrow has big plans for the cannabis beverage company, especially in New Mexico. “We are seriously fixated on New Mexico,” he says, noting the state’s world-class cannabis industry, vibrant culture, and stunning landscapes. “The food, the people, the vast vistas—they all inspire my creativity.”

Impact on the Cannabis Beverage Industry

Klaus is more than just a cannabis beverage brand—it’s a movement. With a focus on quality, innovation, and responsible consumption, Klaus is setting the bar for what cannabis beverages can be. Bobrow’s expertise in mixology, his love for cannabis, and his commitment to creating the best products possible have combined to make the brand one of the most exciting names in the industry today.

As Bobrow reflects on his journey, he says, “Klaus is over one hundred years old. He was there before the trends and will be there long after others have gone back to their old life in corporate America.” Klaus, like the man behind it, is built to last. As the cannabis beverage market continues to grow, Klaus is poised to lead the way, offering a new kind of drinking experience that celebrates the best of both mixology and cannabis.

Explore More At: https://www.instagram.com/drinkklaus/

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Articles Klaus Recipes Reviews

Why Flavor is important – Dreaming in flavor, one sip at a time.

Why Flavor is important - Dreaming in flavor, one sip at a time.

I’m fortunate to have a photographic memory for tastes and scents. This helps me in mixology because I’m influenced not by fast food flavors, but ones on a global basis. You see, when one spends a good amount of time traveling and not eating in American hotels, you tend to learn something about flavor and how memory fits into the equation of how flavors work together.

If you want another lazy seltzer, flavor and memory are unimportant.  So no amount of concentrate is going to make that drink palatable. But take a craft beverage, add a thoughtful amount of the best ingredients that money can buy, and combine them in a way that unlocks memories of the first time you tasted a given recipe? That is what makes the efforts of Iconic Tonics resonate with not only your taste buds but your dreams as well. And that is what a good beverage does. It offers you an alternative to industrialized experiences. I come from Craft Spirits and although I don’t drink hard alcohol any longer and haven’t in some time, I will say that the art of mixology is never forgotten, just examine the work of Jerry Thomas!  You could say he is a great influence upon me. And another person, Beach Bum Berry, who influenced a generation of Tiki Bars and party people. I am deeply influenced by the rum lore of the Caribbean and the Beach Bum Berry classic named the Zombie Cocktail is one of my favorites in the repertoire of rum soaked classics. I on the other hand have reinvented the classic, with Cannabis instead of rum- because there is nothing elegant about a Sailor’s Hangover. And a THC infused Rum punch, without the rum?  Essential. You don’t need it. You won’t miss the rum, I promise!  

A thing of Rare Beauty.

Why use the best ingredients? I believe we have a social responsibility to eat simply, drink healthier, and enjoy life- without liquor. At Iconic Tonics we are uniquely geared to the traditional reinventions of the classics of mixology and we are also able to harness your wildest dreams in flavor… To make your dreams come true as well. Why?

Because we dream in flavor and sipping our unique craft beverages and the very special ones, the ones we consult upon are magical in many ways.

We can make your dreams come alive, one sip at a time.

The only thing holding you back is your imagination!

A Simple LYB, a garage rock n’ roll, yet sailor-influenced Rum Punch- without the Rum… But with THC. And you decide how much you want.  I wouldn’t go over 25 mg per drink, but then again, that’s up to you. Cheers!

I use the Ardent to decarb my cannabis (no more burnt batches) and I recommend the Levo2 to infuse the simple syrup with a crazy amount of ouid or Delta 9.

Ingredients for five or six thirsty lost rock and roll stars… who have been too long at sea:

  • 4 oz. Grilled Pineapple Juice- Slice pineapple into rounds and grill until marked, cool and juice
  • 2 oz. Each: Freshly squeezed tangerine, mango, orange, lime, lemon, grapefruit and sour cherry juice
  • 1 oz. Orgeat – almond flavoring
  • 3 oz. Demerara Simple Syrup, infused with THC

Good ice that doesn’t taste like the fridge. *put large cube ice trays in double freezer bags, no…… it won’t be perfectly clear ice, but then again it won’t taste like last week’s garlic pasta lurking in the back of the fridge…*

Angostura Bitters

Prep:

  • Combine all juices in a Boston Shaker with the orgeat (fill the shaker ¾ of ice)
  • Shake darned hard for fifteen or so seconds
  • Double Strain into a couple old fashioned glasses with a couple of your fancy ice cubes
  • Garnish with grilled pineapple spears
  • Dot with Angostura and serve. 

How much THC? That is up to you, my friends. Don’t destroy yourself! 

Warren Bobrow is a master mixologist and author of 6 beverage books on cannabis cocktails, mocktails, and tonics. He is also the CEO & Co-Founder of Klaus – Ready-to-drink functionally-infused cocktails. With extensive expertise and creativity, Warren brings valuable insight and creativity to our team and clients at Harmony Craft Beverages. If you’re interested in working with Warren on your next beverage innovation, reach out to Harmony Craft Beverages today!

https://drinkiconictonics.com/blogs/blog/dreaming-in-flavor-one-sip-at-a-time

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Klaus Podcasts

Snoop Dogg Bets Big on Functional Beverages with Iconic Tonics

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Articles Klaus Reviews

Snoop Dogg, Harmony Craft Bevs Partner on Functional Drink Co

The legendary rapper and entrepreneur announced a strategic investment and partnership with Craft Harmony Beverages to create Iconic Tonics.

Snoop Dogg’s beverage empire is expanding. The legendary rapper and entrepreneur announced a strategic investment and partnership with Harmony Craft Beverages today that brings along both his existing range of THC-infused beverages – Death Row Records Do It Fluid and Dogg Lbs Doggy Spritz – and his considerable cultural cache.

The deal creates a new company, Iconic TonicsIconic Tonics, that folds in both Snoop’s brands launched. in December 2023: the carbonated four-SKU line Do It Fluid in 12 oz. cans, and Dogg Lbs Doggy Spritz. Those will be integrated into Harmony’s existing functional portfolio, which includes Klaus, Malus, Love Yer Brain, and Lift.

“We’ve known [Snoop and his team] for a long time, and really this gives a much broader, and I would say, deeper exposure for Snoop in the functional beverage space,” said Evan Eneman, Co-founder and CEO of Iconic Tonics.

“I’ve always been about innovation, and functional beverages are the next frontier,” said Snoop Dogg in a press statement. “People want drinks that do more than just taste good – they want benefits, and they want choices. Harmony Craft Beverages has been pioneering this movement, and together now as Iconic Tonics, we’re bringing something fresh to the table. This is more than a brand – it’s a lifestyle.”

Beyond his personal expertise in all things cannabis, Snoop’s arrival brings “more mainstream viability” to the emerging THC drinks category, said Eneman. Harmony’s portfolio reflects that approach: partners like acclaimed mixologist Warren Bobrow (with Klaus) and Wayne Coyne of The Flaming Lips (Love Yer Brain) have unique reach with different audiences and use occasions, all under the auspices of functionality.

“Snoop is really endemic in culture. Wayne is deeply endemic in creativity and art. And so these are people that represent I would say more movements and cultural shifts,” said Eneman. “Them together, plus someone like Warren, it just brings a lot of these, you know, endemic understanding and global influence together.”

Snoop’s prowess as a businessman and marketer can come at a cost; some recent CPG ventures, including an RTD coffee and an ambitious cereal brand now in litigation, fizzled quickly, while his other successful projects (Gin and Juice, Still G.I.N.) put more demands on his time. Eneman described Snoop’s participation as a “50-50 partner” in Iconic Tonics, working across the full portfolio, and noted the rapper “will be active in the ways that he can incorporate [the brand] into what he’s doing going forward.

The products themselves are available mainly both online (DoorDash) and in stores like Total Wine & More and Woodman’s Markets.

“We want to reach consumers in a way that they’re used to, having optionality based on occasion or day part or experience they’re looking for. That’s how we’ve built our brands. That’s how we built our experiences,” said Eneman. “And it’s early for us, but we’re seeing that bearing out in the ways that consumers are reacting.”

https://www.bevnet.com/news/2025/snoop-dogg-harmony-craft-bevs-partner-on-functional-drink-co
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5 Questions Articles Interviews Klaus Skunk Magazine

HONEST GRINDER AND WATER PIPE: EXCEPTIONAL PERFORMANCE AND DESIGN

Honest.. just the very word makes it all clear. An honest way to do things. An honest path in life. When things are done right, they are honestly produced.

Well designed, made up of simple parts, crisp and easy to use. Modernist, architectural and bold. Fun to look at on the desk, complementary to design. Sleek.

Easy to clean because this is very important.

Several years ago I received a Path Pipe. I wrote about that early device and kept it in my box of pipes—many, including that one are still in there. The ones that I rotate through that is. I love the Path Pipe.

I had the opportunity to review some items from a new design line from Honest. A really well designed water pipe, a grinder that looks as good on your desk as your favorite paperweight and air-tight, easy to seal and to open, glass vessels for storing your precious flowers after grinding. How did the fine folks at Honest know that I was due for a new grinder? Well, not really—but I could always use something new to play around with and the Honest grinder is super esoteric and easy on your eyes. It’s made for people who may have mobility problems in their hands, that is- very easy to turn.

cannabis world news interviews Klaus, the author's gnome and the Grinder System with an 1/8th of A Golden State
Klaus, the author’s gnome and the Grinder System with an 1/8th of A Golden State. Photo: Warren Bobrow

Responses from Honest Co-Founder, Mason Palmer:

Warren Bobrow: Are you a design professional?

Mason Palmer: One of the Honest co-founders is a product designer by background. After graduating from UCSB, we struggled to find products that fit the style of our homes as young professionals. We created an aesthetically pleasing range of high-design pipes, accessories, and more, to help folks get into their flow state, entertain, and unwind in their space. The Honest product range fits together as an all-in-one home ecosystem to enhance the experience and presentation of a sesh.

WB: What was the inspiration behind the grinders, glass storage jars and that gorgeous water pipe?

MP: We employ rather minimal design principles and stay away from embellishment or stylizing on the products themselves, for a classic and timeless visual appeal. With materials being similar to those used in other high-quality kitchen, coffee, and bartending tools, these accessories will blend naturally into your functional home environment and everyday life. Much like how many Americans have bar carts and barware, we make smokeware that is designed to be seen, rather than stashed away.

cannabis world news interviews 11 Square
11 Square: Photo courtesy of Honest

WB:  How much of a rip do you recommend? I may have overdone it!

MP: We typically tell folks to start small unless you’re a regular bong user. Although the Capsule Water Pipe may be a smaller piece, it hits like a bong. (my bad… I did overdo it!)

WB: What’s next for Honest?

MP: We’re launching Kits by April 1st, in time for 4/20! The way we think about our smokeware is almost always as a kit, so we’re very excited for these. We will have limited editions, new material options, and new products on the way this year as well. Sign up for our newsletter to find out when new releases drop.

I love the way the Honest Grinder and the sturdy Cannabis storage jars show off my fine herbs… Especially the incredible flowers from A Golden State…

I want to ogle at them, and the Honest Grinder and storage jars take their display with fashion to an entirely new level.

Cheers! WB

Follow online: https://www.smokehonest.com/

Feature photo: Grinder-hand-held, courtesy of Honest 

Read More Here!

Honest Grinder and Water Pipe: Exceptional Performance and Design

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Klaus

Merry Christmas

To those who celebrate!

https://drinkklaus.com/

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Events Klaus Klaus Apothicaire

Klaus O’Ween

Klaus at the Snake Pit

Klaus partying on Halloween at the infamous Snake Pit in L.A.

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Events Klaus

L.A. Spirits Awards

Klaus was awarded a Gold Medal in the first ever High Spirits Awards competition.

High Spirits Awards is a new beverage competition by L.A. Spirits Awards, launched in 2023 and open to all cannabis-derived beverage products legally sold in California and all hemp-derived (CBD/alternative cannabinoid) beverages from anywhere in the U.S.

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Klaus

Who? Me?