Gin & Juice

By Dre and Snoop is a premium spirits company founded by Dr. Dre and Snoop Dogg, operating the direct-to-consumer site bydreandsnoop.com. Its first product, Gin & Juice By Dre and Snoop, is a canned ready-to-drink gin cocktail named after Snoop Dogg's 1994 single "Gin & Juice," which Dr. Dre produced on the album Doggystyle. The line comes in four all-natural flavours — Apricot (with honey and bergamot notes), Citrus (with rose and soft botanicals), Melon (with citrus and hibiscus) and Passionfruit (with pineapple and ginger) — sold in 250ml cans at 5.9% ABV, with stated nutritionals of 95 kcal and 2g sugar per can, made with premium New World gin and real fruit juice. The site sells 12-packs of single flavours at £28 and an eight-can Variety Pack containing two cans of each flavour.

In October 2024 the company launched a second product, Still G.I.N. By Dre and Snoop, an 85-proof (42.5% ABV) gin bottled in the U.S. with tangerine, jasmine and coriander notes, distributed nationally at a suggested retail price of $34.99 in a 750ml honeycomb bottle. Packaging and brand identity for both products were designed by artist Ini Archibong. The business is led by Patrick Halbert (chief executive officer), Andrew Gill and Rocco Milano, the founders of On The Rocks Cocktails.

Founding story

The company was created by Dr. Dre and Snoop Dogg as their entry into the premium spirits industry, timed to the 30th anniversary of Snoop Dogg's debut album Doggystyle, which Dr. Dre produced. The first product takes its name and inspiration from the 1994 single "Gin & Juice." Both artists have described the venture as an extension of their three-decade creative partnership and their involvement in developing the liquid, from flavour to alcohol strength.

Business model

Consumer packaged goods: the company develops and sells branded alcoholic beverages — canned ready-to-drink gin cocktails and a bottled premium gin — through national U.S. wholesale distribution and direct e-commerce on its own website, which operates on Shopify and accepts payment methods including Apple Pay.

Product sales of canned cocktails (250ml cans sold in 8- and 12-can packs, priced at £28 per 12-pack on the site) and bottled gin (750ml at a $34.99 suggested retail price), sold both through retail/on-premise distribution and directly to consumers online.

Traction

Gin & Juice launched in February 2024 and secured national U.S. distribution through Southern Glazer's Wine and Spirits, followed by multiple spirits-competition medals, a second product line (Still G.I.N.) in October 2024, UK market entry, and an NCAA bowl game sponsorship. Employee-data listings indicate roughly 19-50 staff, concentrated in sales, marketing and operations.

Latest developments

The October 2024 launch of Still G.I.N. By Dre and Snoop, an 85-proof gin available nationwide at $34.99, alongside UK expansion and the company's NCAA bowl game sponsorship. The brand was subsequently named a Luxury Lifestyle Awards winner for Best Premium RTD Gin Brand in the USA.