Nonetheless G.I.N By Dre and Snoop launched within the US final 12 months, following the debut of their ready-to-drink (RTD) model Gin & Juice.
Nonetheless G.I.N is packaged in a honeycomb-inspired designed by Ini Archibong, who additionally conceived the search for their RTD model.
“This isn’t a spirit that we’re simply placing our identify on,” stated Dr Dre. “It’s identical to we did with Beats headphones. All the things is us from the bottom up: the gin, the flavour, the packaging… All the things needed to be good.
“Snoop stated it finest: we’re higher collectively – it’s all the time magical. It’s unimaginable to know that you simply’ve acquired one thing wonderful that you simply really feel is gonna actually work. From the look to the style, it’s all there.”
As with Gin & Juice, the 2 rappers partnered with Patrick Halbert, Andrew Gill, and Rocco Milano to create the spirit.
“Each day within the studio when Dre and I have been making an attempt to make the dopest music, we have been ingesting gin and simply having enjoyable,” added Snoop Dogg. “We’ve been part of the evolution of this gin – from the creation of the flavour to the share of alcohol that’s in it – and it’s simply so good!
“Dre’s a perfectionist: he desires to verify it’s not simply good, however nice. Collectively, we ain’t gonna do nothing common!”
Nonetheless G.I.N is described as ‘a clear, gentle fashionable gin that’s extremely mixable – and supremely drinkable’. It’s bottled at 42.5% ABV and can retail for £38 (US$49).
“Dre and Snoop have been concerned in each step – from the bottle design right down to getting the proper concord of botanical notes and clean mouth really feel into every sip,” stated Gill.
“Specializing in the complexity of balancing all-natural botanicals, we blended the spice, botanical, and backyard elements till we had precisely the fitting profile – one which appeals to all kinds of palates, however complicated sufficient to fulfill essentially the most refined gin skilled. Collectively, what we got here up with Dre and Snoop was the gin we’ve all the time needed to make.”
To accompany the launch, Dr Dre and Snoop Dogg created a brand new advert, utilizing expertise to revive Frank Sinatra and Sammy Davis Jr. Titled ‘Nonetheless G.I.N. For Everyone: A Toast Between Legends’, the marketing campaign was created in collaboration with inventive company Rosewood Artistic, director Dave Meyers and generative AI firm Metaphysic.
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