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With a career spanning nearly 30 years—and over 35 million albums sold—Snoop Dogg is undoubtedly a living legend in the world of music. His emergence as a prominent figure in the beverage industry has been less obvious. But in recent years, the prolific hip-hop star has cropped up as the celebrity face of both beer and spirit brands. Last year he even launched his own label of wine. And there’s one booze in particular with which he’s most commonly associated. It all stems back to his first smash hit single: “Gin And Juice” from his 4x platinum debut album, Doggystyle.

So it was hardly a surprise late last year when Snoop announced the arrival of his very own line of the liquid: Indoggo. The real question is what took him so long. Turns out, he was just waiting for the proper partnership to emerge. He found just that with Keenan Towns and Marc Weisberg, founders of Trusted Spirits. In a world suddenly spilling over with celebrity brands, theirs is the first company to fully develop and market products with the stars themselves, who enjoy co-ownership. In other words, expect to hear a lot more from them in the months to come.

But for now, let’s get back to Snoop. To conceive something truly his own, the superstar opted to essentially combine gin and juice in the bottle. The light-bodied liquid is distilled five times with botanicals traditional to the category—juniper, coriander, and orange peel—before it is infused with an all-natural strawberry flavor.

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