Snoop and Dre’s gin lands in UK

Still G.I.N By Dre and Snoop launched in the US last year, following the debut of their ready-to-drink (RTD) brand Gin & Juice.

Still G.I.N is packaged in a honeycomb-inspired designed by Ini Archibong, who also conceived the look for their RTD brand. “This is not a spirit that we’re just putting our name on,” said Dr Dre. “It’s just like we did with Beats headphones. Everything is us from the ground up: the gin, the flavour, the packaging… Everything had to be perfect. “Snoop said it best: we’re better together – it’s always magical. It’s incredible to know that you’ve got something amazing that you feel is gonna really work. From the look to the taste, it’s all there.” As with Gin & Juice, the two rappers partnered with Patrick Halbert, Andrew Gill, and Rocco Milano to create the spirit. “Every day in the studio when Dre and I were trying to make the dopest music, we were drinking gin and just having fun,” added Snoop Dogg. “We’ve been a part of the evolution of this gin – from the creation of the flavour to the percentage of alcohol that’s in it – and it’s just so good! “Dre’s a perfectionist: he wants to make sure it’s not just good, but great. Together, we ain’t gonna do nothing regular!” Still G.I.N is described as ‘a clean, light modern gin that’s highly mixable – and supremely drinkable’. It is bottled at 42.5% ABV and will retail for £38 (US$49). “Dre and Snoop were involved in every step – from the bottle design down to getting the perfect harmony of botanical notes and smooth mouth feel into each sip,” said Gill. “Focusing on the complexity of balancing all-natural botanicals, we blended the spice, botanical, and garden ingredients until we had exactly the right profile – one that appeals to a wide variety of palates, but complex enough to satisfy the most sophisticated gin expert. Together, what we came up with Dre and Snoop was the gin we’ve always wanted to make.” To accompany the launch, Dr Dre and Snoop Dogg created a new ad, using technology to revive Frank Sinatra and Sammy Davis Jr. Titled ‘Still G.I.N. For Everybody: A Toast Between Legends’, the campaign was created in collaboration with creative agency Rosewood Creative, director Dave Meyers and generative AI company Metaphysic.