Snoop Dogg may be synonymous with smoking weed, but his latest business venture finds him entering the lucrative coffee market.
The Death Row legend announced on Tuesday (March 7) the launch of his own premium coffee brand named INDO.xyz alongside Indonesian coffee entrepreneur Michael Riady.
“My relationship with coffee goes way back,” Snoop said in a statement. “The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going.
“Today marks the launch of a new company I created along with my partner Michael, who introduced me to the best-tasting Indonesian coffee. Indo is going to change the industry. I can promise you that.”
INDO.xyz will first hit retailers in California and Las Vegas before becoming available nationwide. Fans across the U.S. will still be able to purchase the coffee online through INDO’s website, as well as Amazon, Albertsons, Erewhon, Pavilions, Safeway, Sprouts and Vons in the months to come.
In an Instagram post, Snoop explained that the premium coffee blend is designed to help motivate the “entrepreneurs, dreamers, risk takers & innovators out there” who are looking to “fuel the dream.”
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As far as pricing goes, INDO’s cold brew will cost customers $5.99, while the whole bean will retail for $17.99. Snoop Dogg isn’t the only rapper with a foot in the booming coffee industry as Jadakiss and Ghostface Killah have previously launched their own brands.
Jada’s blend is a family affair as he launched Kiss Café with his son, Jaewon Phillips, and father, Bob, in October 2022.
“This coffee is for all coffee lovers,” Jadakiss said in a press release at the time. “No specific age or background or knowledge. Coffee is a universal and a personal thing. Everyone enjoys it differently. And, we’re here to help them do that.”
His son Jaewon added: “It’s real. No gimmicks. It’s been in our family for well over 40 years and everything we do here is from the core.”
Ghostface Killah launched his aptly-titled Killah Koffee brand in 2021 before opening the company’s flagship store in West Brighton, Staten Island last summer.