The Doggfather has quietly become a business mogul with coffee joining his pet accessories, gin, and of course, his breakfast cereal line.
Snoop Dogg is expanding his empire yet again with the release of INDOxyz, a canned cold brew coffee. The rapper has moved fully into the mainstream.
He’s gone from ex-pimp and accused murderer to beloved commercial spokesman, television host, and Martha Stewart bestie. He’s a cultural icon equally capable of joking with Andy Samberg in a Corona commercial, hosting a new take on the classic game show “Joker’s Wild,” selling his Indoggo gin, or pushing his “Leafs by Snoop” cannabis brand.
He even has a line of breakfast cereals, Snoop Cereal, under his Broadus Brands brand name, which includes Fruity Hoopz with Marshmallows, Fruit Drizzlers, and Cinnamon Toastees.
Related: Snoop Dogg Debuts Dog Wear Line: Snoop Doggie Doggs
Snoop Dogg Launches a Coffee Line
Snoop Dogg Loves the Bean (Not Just the Leaf)
While Snoop has built a reputation for being laidback, you don’t have the level of success in both music and business that he has without being driven. The rapper, business owner, and television star credits coffee with fueling some of that success.
“My relationship with coffee goes way back,” Snoop said in a press release. “The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going.”
Related: Best Coffee Subscriptions and Gear for Better Home Brewing
That’s at least partly why the mogul helped launch INDOxyz, a premium lifestyle coffee brand created for and inspired by the next generation of entrepreneurs and innovators. The joint venture between Snoop and his co-founder Michael Riady brings together two of the most successful entrepreneurs in the United States and Indonesia.
Snoop partnered with Indonesian coffee maker Michael Riady. He credits Riady for introducing him “to the best-tasting Indonesian coffee,” adding “Indo is going to change the industry, I can promise you that.”
Thank Covid for Snoop’s Coffee Brand
Riady and Snoop had what they described as a “chance meeting” during the height of COVID-19. The two serial entrepreneurs, investors, and creators decided they wanted to create a coffee brand “inspired by the owner’s journey—the creative risk-takers and innovators who would become the architects of their own future and ours.”
That’s a lot for a cup of coffee to accomplish, but the two partners have big plans for the INDOxyz brand.
The coffee will be sourced from Riady’s homeland in Indonesia and grown by collective farmers on the islands of Sumatra, Java, Bali, and Sulawesi.
Unroasted green coffee beans are intentionally selected, then shipped to Los Angeles, CA, where they’re prepared by a master roaster in-house before they’re brewed and packaged into the brand’s exclusive line of cold brew and whole-bean coffee.
Related: The Healthiest Bottled Cold Brew Money Can Buy
INDOxyz will be available in whole bean packages and RTD cold brew cans. The brand will have a limited initial rollout starting in California, then moving to Las Vegas (including a partnership with Resorts World Las Vegas). Cold brew cans will retail starting at $5.99 while the whole bean packs will cost $17.99.
A national rollout is planned but for now, the company will ship nationally from its website: indo.xyz.
To celebrate the launch Snoop will introduce a broader platform, the “Owners Series” celebrating founders and creators. In addition to the rapper, the platform will also offer interviews with other artists.