Snoop Dogg, Harmony Craft Bevs Partner on Functional Drink Co
Snoop Dogg’s empire is expanding.
The entrepreneur and hip-hop legend has partnered with Harmony Craft Beverages. The deal would see Snoop and his line of THC-infused drinks moving over to Harmony Craft Beverages.
Per Bevnet
The legendary rapper and entrepreneur announced a strategic investment and partnership with Harmony Craft Beverages today that brings along both his existing range of THC-infused beverages – Death Row Records Do It Fluid and Dogg Lbs Doggy Spritz – and his considerable cultural cache.
The deal creates a new company, Iconic Tonics, that folds in both Snoop’s brands launched with Texas-based Hill Beverage Co. in December 2023: the carbonated four-SKU line Do It Fluid in 12 oz. cans, and Dogg Lbs Doggy Spritz. Those will be integrated into Harmony’s existing functional portfolio, which includes Klaus, Malus, Love Yer Brain, and Lift.
“We’ve known [Snoop and his team] for a long time, and really this gives a much broader, and I would say, deeper exposure for Snoop in the functional beverage space,” said Evan Eneman, Co-founder and CEO of Iconic Tonics.
“I’ve always been about innovation, and functional beverages are the next frontier,” said Snoop Dogg in a press statement. “People want drinks that do more than just taste good – they want benefits, and they want choices. Harmony Craft Beverages has been pioneering this movement, and together now as Iconic Tonics, we’re bringing something fresh to the table. This is more than a brand – it’s a lifestyle.”
The business of Snoop Dogg has been growing by leaps and bounds. His latest venture, S.W.E.D was covered by our favorite travelling writer Vee Castillo for CashColorCannabis Magazine. Read her story here.
