Tuesday, March 7, 2023

From 'Sticky Icky' to Caffeine Kick: Snoop Dogg Launches Premium Coffee Brand

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Snoop Dogg, the undisputed king of all things weed, threw the world a curveball with the announcement of his latest business venture on Tuesday.

The rap icon, who has built an empire around his love for the "sticky icky," has now turned his attention to a new type of buzz: caffeine.

That's right, folks, Snoop has traded in his joint for a cup of joe and launched his very own premium lifestyle coffee brand called INDOxyz.

While some may be shocked at this unexpected turn, Snoop's love for coffee has apparently been brewing for a long time.

"My relationship with coffee goes way back. During the many long nights in the studio making hit after hit, coffee provided the fuel that kept us going," he said in a statement.

"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."

The coffee is a joint venture between Snoop and INDOxyz co-founder Michael Riady, an Indonesian entrepreneur. A chance meeting between the duo during the height of the COVID-19 pandemic led to the birth of the product, which the company says was motivated by their shared passion for fueling the people and ideas that move the culture forward, by creating a brand inspired by the creative risk-takers and innovators of the world.

"I want to make coffee fun and cool, and having Snoop as a partner gives us that edge. Beyond being a fan of his music, I've long admired Snoop for his hard work and business acumen," Riady said.

The coffee is sourced directly from Riady's homeland and grown by collective farmers on the islands of Sumatra, Java, Bali and Sulawesi. The green coffee beans are intentionally selected before being shipped to Los Angeles, where they are prepared by a master roaster in-house, then brewed and packaged into the brand's exclusive line of cold brew and whole bean coffee.

INDOxyz will launch with an exclusive and limited rollout starting in Snoop's home state of California, followed by Las Vegas, and then a national retail expansion. The cold brew beverage will retail starting at $5.99, and the whole bean will cost $17.99.

All products will be available at the online store www.indo.xyz, BevMo, GoPuff, Resorts World Casinos in Las Vegas, and will be rolled out in the upcoming months at the following retailers: Erewhon, Vons, Pavilions, Albertsons, Safeway, Sprouts, and Amazon.

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