Snoop Dogg's Gin Brand Launches Nationwide Bus Tour
“We're so excited to take this 40-foot, mobile pop-up to retail stores, bars, restaurants and nightclubs all over the country,” said Keenan Towns, co-founder of Trusted Spirits, in the release. Marc Weisberg, fellow Trusted Spirits co-founder, added: "Our goal is to educate and entertain our growing Indoggo gin family."
Indoggo, a spirits brand co-founded by hip hop artist Calvin "Snoop Dogg" Broadus in collaboration with Prestige Beverage Group and Trusted Spirits, recently launched a multi-city bus tour to promote the brand through pop-up sampling events. The branded activation is yet another fresh example representing the growing number of brands and retailers testing pop-up experiences as well as nabbing celebrity star-power to promote products.
The tour kicked off in Los Angeles on Oct. 20 (Snoop Dogg’s birthday) with pop-up cocktail tastings, special giveaways and other activities for adults 21 and over. The “gin on the go-themed rolling envoy” will make stops at different retail stores, music festivals, athletic events and nonprofits close to the rapper’s heart, according to a recent media release from Indoggo. The rapper is also set to make several special appearances at some of the stops.
"I am thrilled to bring the refreshing and smooth taste of Indoggo gin to people across the country," Snoop Dogg said in the release, calling it a “laid-back, California-style gin” with a “light, fruity and slightly sweet” taste that pairs well with lemonade.
The Oct. 20 launch coincided with the release of Snoop Dogg’s music video for his new song “Big Subwoofer” featuring Mount Westmore. The song is from his forthcoming album Snoop Dogg Presents the Algorithm, which drops Nov. 12 and is his first project for Def Jam Recordings.
Snoop Dogg, who claims the title “King of gin and juice” after his 1994 hit “Gin & Juice,” launched Indoggo in partnership with Prestige Beverage Group and Trusted Spirits in October 2020. The brand markets itself as certified gluten-free, distilled five times with seven premium botanicals. It is infused with natural strawberry flavors.
Indoggo's website and social media channels largely showcase various specialty cocktail recipes calling for the gin, which is sold at stores including Total Wine, Walmart, Albertsons Companies and Kroger.
