Snoop Dogg has entered a multi-year partnership with 19 Crimes, the first winery that uses augmented reality to bring their labels to life.

The first wine from the collaboration will be “Snoop Cali Red,” available in stores this summer. The expansion will bring a contemporary lens on 19 Crimes, a line that is inspired by convicts turned colonists that built Australia.

“I’ve been a fan of this wine and I’m excited to unveil my ‘Snoop Cali Red’ this summer and share the experience with all of my fans,” Snoop Dogg said. “It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world!”

19 Crimes were ranked #4 in Drinks International’s “The World’s Most Admired Wine Brands 2020” and for the fifth straight year named a “Hot Brand” in Shanken’s IMPACT Newsletter.

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19 Crimes Snoop Cali Red Bottle Rendering
19 Crimes Snoop Cali Red Bottle Rendering