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Brilliant Branding- Snoop Dogg launches wine label

(CNN) — When Snoop Dogg (Calvin Cordozar Broadus Jr.) exploded on the scene in the early '90s, one of the young rapper's first major hits was an ode to gin and juice, among other things. But as the rapper nears his 50th birthday, the multiplatinum artist has developed a more subdued drinking habit. These days, Snoop's passing over the hooch in favor of fine wine. Of course, it's not enough just to sip it — the media mogul craves his name on the bottle. In April, he went even one step further and placed his famous face on a label. A multiyear partnership with Australian wine brand 19 Crimes resulted in Snoop Cali Red, the label's premiere California entry. The collaboration summoned the singer up to Northern California, where he enjoyed an active role in conceiving the final blend. Primarily a combination of Petite Syrah and Zinfandel — with a splash of Merlot — it's surprisingly soulful for a $12 offering.Then again, Snoop is full of surprises at this point in his career.

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