Cali by Snoop moves into the Rosé category

Cali Rosé is a fruit-forward wine aimed at recruiting younger consumers into the category

Cali by Snoop Rosé is fruit forward with raspberry, strawberry, and cherry notes

Snoop Dogg and Treasury Wine Estates has moved into the Rosé category with the launch of Cali Rosé, a fruit-forward wine aimed at recruiting the LDA-35 consumer into the category through disruption and defiance of convention.

Created in collaboration with Treasury Wine Estates, Cali Rosé is a bright Rosé with ripe fresh strawberries, complemented with delicate florals and rose petal aromas. The Rosé is fruit forward with raspberry, strawberry, and cherry notes. It is available in Carry Out stores at RRP €16.99.

“The love we got when we launched Cali Red last year was incredible,” said Snoop Dogg. “I always said I wanted to create a wine that cuts away all the noise, and looked and tasted like something people who don’t usually drink wine would want to try, and the feedback from my fans shows we bottled that.”

“This year, we’re back and dropping the all-new Snoop Cali Rosé, to bring you those fresh feels from spring into summer and beyond. I am heading to Ireland for my latest tour this March, and I can promise you I’ll be bringing bottles of Cali Rosé. I hope you join me in sipping on my Rosé this summer and think of the California coast when you do. This is how we Rosé the Snoop Dogg way!”

The launch of Cali Rosé will be supported by a sizeable integrated marketing campaign across the Republic of Ireland, which will include disruptive in-store display and promotion, out of home, PR, digital, social & influencer engagement.

Ben Blake, head of marketing EMEA at Treasury Wine Estates, said: “Following the successful launch of Cali Red, we are delighted to be continuing our partnership with music icon, Snoop Dogg, and launching Snoop Cali Rosé to the Republic of Ireland this spring.

“Cali by Snoop is a brand that honours Snoop’s story, one which tells of overcoming adversity, beating the odds and taking his place as a leader in contemporary pop culture. Snoop embodies the timeless value of perseverance, and this Rosé promises to not shy away from being bold, full of character and emulate the chilled Cali lifestyle. Cali Rosé will be his second wine to launch in the portfolio, and we’re excited to see how this brand grows over the coming years.”

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