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.”