Snoop Dogg and Dr. Dre created an origin story to promote their new alcohol brand, “Gin & Juice by Snoop & Dre.”
Although the song that the longtime collaborators created in 1992 had a lasting impact on hip-hop, this story focuses on the launch of their new alcohol brand in January 2024. The iconic lyrics have been heavily referenced in entertainment for over 30 years. The classic song’s hook goes, “Rollin’ down the street / Smokin’ indo / Sippin’ on Gin and Juice.”
The short film retells a prohibition adventure about Snoop’s grandfather, Calvin Bordus, and his employees, played by Dr. Dre, country singer Hardy, and actress Nicola Peltz Beckham (Transformers: Age of Extinction). Hardy tells a bootleg Bonnie & Clyde story while reciting classic lines from Snoop and Dr. Dre’s 1993 collaboration with a few changes.
“Gin & Juice by Snoop & Dre” is a premium spirits beverage. The canned gin-based cocktail comes in four varieties: Citrus, Melon, Passionfruit, and Apricot. The drink was created to honor the strong friendship between Dr. Dre and Snoop Dogg.
“Together, we always try to create magic, we’re having fun being creative, and everything about this product is really us,” says Dr. Dre. “There’s passion behind it, and friendship and love and a culture. We’re shooting to make everything we do magnificent, and fortunately, most of the time we hit the target.”
Snoop Dogg adds: “Look where we’re at in our careers. Look at our age and look at what we’ve done, and we still love each other, so why not do something together? A lot of times people have been in a relationship for thirty years and can’t talk to each other, can’t hang out, so it’s just fun to be in a partnership with people that you actually love.”
“Gin & Juice” is a hit song featured on Snoop Dogg’s debut album, Doggystyle, produced by Dr. Dre. Snoop’s debut album broke records as the highest debut-selling album by a rap artist. It held the record until 2003 when 50 Cent’s Get Rich or Die Tryin’ succeeded.
The country-infused version of the Doggystyle classic, now available on all streaming platforms, is supported by the new origin story of the song.
Snoop brings Gin & Juice to college as the new brand sponsors the NCAA Arizona Bowl in a multi-year deal. The brand is the first alcohol sponsor of an NCAA Bowl game, extending Snoop’s roots in football. Many NFL stars played in the rap legend’s football league as children.
“I’ve sent many players through my (Snoop Youth Football League) to colleges (and the NFL) so it’s only fitting that I bring the ‘juice’ back to college football,” said Snoop Dogg in a press release. “Dr. Dre and I are excited to bring our brand to the next level with this partnership, and we’re going to make the Arizona Bowl into a game day experience like never before.”