Snoop Dogg is the 'G' in a Bottle for 19 Crimes’ First Sparkling Wine

Legendary rapper and 19 Crimes frontman Snoop Dogg is at it again. To christen their newest wine collaboration, Snoop Cali Gold, winemaker 19 Crimes and entertainment icon Snoop Dogg have partnered with Observatory to create a new campaign that literally encapsulates Snoop’s West Coast style as a genie living in a gold-foiled bottle — and rapping on it too.

The new spot from 19 Crimes depicts the Doggfather himself living inside of one of his Snoop Cali Gold bottles. Before being uncorked, the genie (ahem ‘G’) spends his time living inside his bottle that is filled with bubbles and plenty of solid gold-plated home décor that mirrors the outside look of the bottle. But as soon as the top is popped, the ‘G’ appears at the function where his job is “to get the party turned up.” 

To further bring the ‘G in a bottle’ experience to life, the campaign features the first-ever rapping wine label featuring ever loved Snoop Dogg track, “Who am I (What’s My Name)”. 

While 19 Crimes is known for its talking wine labels that feature celebrities like Martha Stewart, this is the first time the franchise’s label has ever rapped. To activate the feature, simply scan the QR code located on the back of the bottle using a mobile device, and the Doggfather himself comes to life, ready to get the party poppin'.

“We couldn’t be more ecstatic for Snoop Cali Gold. This is an especially celebratory launch, arriving on the heels of an incredibly successful year for 19 Crimes,“ says John Wardley, global vice president of the 19 Crimes franchise. “It has been a pleasure to work with Snoop on this new wine and welcome the first Sparkling to his existing Cali line up.” 

With overall wine popularity facing a decline with millennials and younger legal-aged alcohol consumers - due to changing consumers' attitudes toward alcohol preferences like spirits, craft beer, and hard seltzers brands - 19 Crimes has leaned into trendier blends and pop culture icons like Snoop Dogg and Martha Stewart to reinvent the wine industry’s appeal to younger consumers.

“To engage a new generation of wine lovers, 19 Crimes tossed out the old wine marketing 101 playbook,” says Linda Knight, the chief creative officer at Observatory. “While the majority of winemakers are busy making influencer posts on Instagram, 19 Crimes is infiltrating pop culture, and getting real results.”

This campaign launches the week of September 26th, 2022, and will make its rounds on CTV and social media platforms. The Snoop Cali Gold AR bottles are available nationwide.