American rapper and entertainment entrepreneur Snoop Dogg has launched a range of cannabis-infused beverages with Hill Beverage Co.
The Do It Fluid range includes 12oz and 8oz cans in blood orange, blue razz, cherry limeade and peaches n honies. Each flavour comes in two variants, CBD-only ($4.99) and a Delta-9 THC and CBD blend ($5.99). Delta-9 THC infused drinks produce a high when consumed, while CBD only products do not.
Hill Beverage Co. was founded in 2023 by CEO Jake Hill and Snoop Dogg. Do It Fluid is its first product launch.
The product is sold D2C online but Hill Beverage Co. indicated it would also be sold via retailers “nationwide” in 2024.
“As I take the next step forward in my smoking evolution, Hill Beverage Co.’s vision for cannabis beverages was the perfect transition," said Snoop Dogg. “What we’ve created is an all-natural and delicious alternative that doesn’t sacrifice the high, while providing fans with the perfect option for day or night.”
Hill has operated in the cannabis space since 2017, when he founded Grow Automations, a cannabis cultivation and automation business that also acts as a consulting firm for growers.
“Taking my passion for cannabis and curating an all-natural high alternative for consumers that is both bold and fulfilling in flavour is a testament to the new direction the cannabis industry is heading,” said Hill Beverage Co. CEO Hill. “Our debut line alongside Snoop Dogg and Death Row Records is the perfect way to cement our brand within the cannabis and beverage space.”
An uneven regulatory environment for cannabis in the US has caused major producers to slow down or halt their entry into the category recently.
In August, Tilray Brands struck a deal to buy Truss Beverage Co., the cannabis drinks venture it had with Molson Coors Beverage Co. in Canada, outright.
Last year, Molson Coors Beverage Co. announced it would end its Truss USA joint venture with Canadian cannabis company Hexo Corp. in the US.
At the time, Molson Coors said the fact “there remains no near-term pathway to federal legalisation” was behind its decision. The brewer added it would be willing to re-enter the segment should the regulatory landscape in the US change.
