Snoop Dogg, the 1990s rapper turned pop-culture polymath, has dropped a new wine that pays homage to hip-hop legend Tupac Shakur.
Produced by Cali By Snoop — a collaboration between Snoop Dogg and Treasury Wine Estates’ 19 Crimes portfolio — “2 of Amerikaz Most Wanted” ($14.99) commemorates the 30th anniversary of the duo’s iconic music video of the same name.
The new Petite Sirah-based California red blend expands a lineup that includes Cali Gold sparkling wine, Cali Rosé Gold, Cali (Sauvignon) Blanc, Cali Rosé and Cali Chill, a chillable red.
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The collection follows the 2020 release of 19 Crimes Cali Red, Snoop Dogg’s first partnership with the brand. According to Circana, the consumer-data firm formerly known as IRI, Cali Red is the top-selling wine ever tracked in the New Product Pacesetters report, which ranks the top food and beverage releases each year.
Alvin Jornada / The Press Democrat
Snoop Dogg performs on the Midway Stage during the second day of BottleRock Napa Valley, in Napa, California, on Saturday, May 26, 2018. (Alvin Jornada / The Press Democrat)
With its global headquarters in Melbourne, Australia, Treasury Wine Estates moved its U.S. hub to downtown Napa in late 2025. The company, which also owns Napa Valley’s Stags’ Leap Winery, Beaulieu Vineyard, Beringer Vineyards and Frank Family Vineyards , is the seventh-largest wine supplier in the United States, with annual sales of about 5.5 million cases.
A Dogg of all trades
During the rise of West Coast hip-hop in the early 1990s, Snoop Dogg and Shakur, who was killed in 1996, were both signed to Death Row Records, the influential label founded in 1991 by Dr. Dre, The D.O.C., Suge Knight and Dick Griffey.
Though Snoop Dogg, a West Coat rapper from Long Beach, and Shakur, an East Coast rapper, did not always see eye to eye, the two artists found common ground over their shared life experiences.
“In a lot of ways, we was the only ones who understood each other,” Snoop Dogg said in a tribute video. “The biggest stars in music with the biggest targets on our backs. As crazy as things got, the bond we shared was like no other.”
With the uncanny ability to seem like he’s everywhere at once, Snoop Dogg has steadily expanded his personal brand beyond music over the past three decades. One minute he’s making mashed potatoes with Martha Stewart, the next he’s a coach on The Voice, then he’s a correspondent during the Olympic Games.
Cali By Snoop, which is now sold in 57 countries, offers insight into how the wine industry is experimenting with celebrity partnerships to attract younger consumers.
Sarah Doyle is the wine and beverage reporter at The Press Democrat. She can be reached at sarah.doyle@pressdemocrat.com.
