Snoop Dogg and gin are basically synonymous at this point. You can't hear the name Calvin Broadus without immediately thinking of a Solo cup, a lowrider, and that iconic 1993 anthem "Gin and Juice." It took him nearly thirty years to actually put his own liquid in a bottle, which is honestly kind of wild when you think about how many celebrities slap their names on a tequila brand after five minutes of fame. But when Still GIN Snoop Dogg—formally known as INDOGGO—finally hit the shelves, it didn't look or taste like the London Dry stuff your grandfather keeps in the cabinet.
It’s different. It’s purple. It’s sweet.
Most people expected a high-proof, juniper-heavy punch to the throat. Instead, Snoop gave the world something that tastes like a remix. INDOGGO isn't trying to be Tanqueray. It’s a "strawberry mashed" gin that leans heavily into the "Juice" part of the equation. Snoop partnered with Keenan Towns and Marc Bushala of Trusted Spirits to develop this, and he spent two years tweaking the botanical profile until it hit the exact vibe he wanted: easy, laid-back, and approachable for people who usually hate gin.
Why the Snoop Dogg Still GIN Flavor Profile Divides the Experts
If you talk to a gin purist, they might roll their eyes. Traditionalists want that pine-tree-in-the-forest hit of juniper. INDOGGO flips the script. It uses seven botanicals, but the star of the show is clearly the strawberry and citrus.
Is it a gin? Technically, yes. It meets the legal requirements for gin because it is a neutral grain spirit distilled with juniper berries. However, the juniper is shoved way into the background. It’s more of a lifestyle spirit. When you crack the bottle open, the scent is overwhelmingly fruity. It smells like a summer party.
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The alcohol by volume (ABV) sits at 40%, which is standard, but the sugar content and fruit infusions make it go down suspiciously smooth. This was a deliberate business move. Snoop didn't want to make a drink that required a chemistry degree to mix. He wanted something you could pour over ice, add a splash of soda, and call it a day.
The Business of Being the D-O-Double-G
Celebrity spirits are a crowded room. You’ve got Ryan Reynolds with Aviation, George Clooney made a billion on Casamigos, and everyone from Kendall Jenner to The Rock has a bottle in the game. Snoop’s entry into the market was different because his "brand" was already built on this specific category. He had decades of free marketing before the first drop was ever distilled.
The partnership with Trusted Spirits was strategic. Marc Bushala, the guy behind Bob Dylan’s Heaven’s Door whiskey, knows how to bridge the gap between celebrity persona and actual product quality. They didn't just want a "Snoop Gin"; they wanted a brand that could live on its own. The bottle design is a sleek, deep purple that pops on a shelf, looking more like a premium vodka or a high-end liqueur than a dusty bottle of gin.
How to Actually Drink INDOGGO Without Overdoing the Sweetness
The biggest mistake people make with Still GIN Snoop Dogg is mixing it with something that is already sugary. If you pour this into a glass of Hawaiian Punch, your dentist will send you a thank-you note. It's already strawberry-forward.
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- The Remix: Use fresh lime juice and club soda. The acidity of the lime cuts through the strawberry sweetness, and the bubbles lighten the whole experience.
- The "Gin and Juice" 2.0: Use a dry grapefruit juice. The bitterness of the grapefruit balances the botanical sugar profile.
- Keep it cold: This isn't a "neat" sipper for a warm glass. It needs ice. Lots of it.
Honestly, it’s a gin for people who don’t like gin. If you’re looking for a complex, herbal experience that reminds you of a Victorian pharmacy, look elsewhere. But if you want something that tastes like a backyard barbecue in Long Beach, this is the one.
Misconceptions About Snoop's Involvement
There’s a common trope that celebrities just sign a contract and show up for the photo shoot. With INDOGGO, the development process was apparently quite hands-on. Snoop famously hates the "burn" of cheap liquor. He wanted something that felt "silky."
The distilling process involves a unique "distilled five times" method for the base spirit. This is more common in vodka production, but here it serves to strip away the harshness of the grain, providing a clean canvas for the strawberry and orange peel to shine. It’s a modern take on an old-school category. It's "Still GIN," but it's evolved.
The Cultural Impact of the Brand
Snoop isn't just selling booze; he's selling a mood. Since its launch, INDOGGO has leaned heavily into the "laid-back" lifestyle. It’s been featured in music videos, massive social media campaigns, and even the Super Bowl halftime show atmosphere. It bridges a gap between the hip-hop community and a spirits category that has historically been viewed as "stuffy" or "country club."
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By making gin purple and fruity, Snoop effectively de-snobbed the category. He took a spirit that was defined by rigid rules and made it about fun. Whether you're a fan of the music or just a fan of a good cocktail, the impact is undeniable. It’s one of the few celebrity brands that feels authentic to the person behind it. Snoop has been telling us he drinks gin and juice since '93. We finally have the gin he was talking about.
Comparing INDOGGO to the Competition
When you look at other flavored gins like Beefeater Pink or Tanqueray Sevilla Orange, they still keep a foot in the "dry" world. They feel like gin first, fruit second. INDOGGO feels like fruit first, gin second. That’s a polarizing choice, but in a market where consumers are moving toward lower-bitterness profiles and "ready-to-drink" vibes, it was a smart play.
The price point is also accessible. It’s usually priced in the $20-$30 range, which keeps it out of the "luxury only" category and puts it squarely in the hands of the everyday consumer. It’s premium enough to feel like a treat, but not so expensive that you're afraid to use it in a punch bowl.
Actionable Insights for the Best INDOGGO Experience
To get the most out of your bottle of Still GIN Snoop Dogg, skip the heavy syrups. Treat it as a base for refreshing, high-acid cocktails. Always store it in a cool, dark place to preserve the delicate fruit flavors—UV light is the enemy of flavored spirits. If you're hosting a party, try making a "Snoop-style" Gin and Juice by mixing two parts INDOGGO with one part fresh pineapple juice and a heavy splash of sparkling water. The pineapple complements the strawberry notes without making the drink feel syrupy. Keep the garnishes simple: a fresh slice of strawberry or a wheel of lime is all you need to elevate the presentation to professional standards.