Hip-hop icon and longtime cannabis aficionado and advocate Snoop Dogg has announced the launch of his new cannabis beverage line, Do It Fluid, in partnership with San Antonio-based Hill Beverage Co.
The new Do It Fluid product line will offer THC and CBD-infused cannabis beverage options and are marketed as an alternative to smoking cannabis and aim to appeal to both new and veteran cannabis consumers. The product line is infused with cannabinoids from Northern California-based infusion technology company, Vertosa. Do It Fluid’s proprietary terpene cannabinoid blend is designed to deliver the effects of the drink within minutes, faster than other competing products. Products are available online with the brand planning to launch nationwide in stores in 2024.
The rapper recently made waves when he announced he was “giving up smoke,” leading fans to believe he had stopped consuming the plant he has long been associated with. The short-lived break turned out to be a marketing ploy for smokeless grills, but Snoop Dogg has acknowledged that consumer preferences are changing.
“We acknowledge that not everyone wants to smoke or even vape to get high,” said Snoop Dogg. “Drinking is something most people are already familiar with, and you’re completely right in that it complements our already existing line of smokeables with DRR with a ‘smokeless’ alternative.”
The initial launch of Do It Fluid will include four flavors: Blood Orange, Blue Razz, Cherry Limeade and Peaches N Honies. The Cherry Limeade and Peaches N’ Honies flavors will be branded under Dogg Lbs., Snoop Dogg’s cannabis and vape brand, and the Blue Razz and Blood Orange flavors are branded under Death Row Records Cannabis.
Each flavor comes with two options for THC and CBD content, a 12 oz can with 25 mg CBD or an 8 oz can with 5 mg CBD + 3 mg Delta-9 THC. The THC contained in the beverages is derived from hemp in order to maintain legal compliance. The drinks also claim to be healthier than other cannabis drinks, crafted with natural sugars and fruit juices and focusing on a “flavor first” development method.
“Healthy living and self-care is in,” said Snoop Dogg. “As the science and knowledge around cannabis and hemp keeps moving forward, the number of methods to ‘smoke’ or consume keep growing. I wanted to build something with beverage experts like those at HBC to show everyone that there are other ways to get into it, like drinking your Bud… We worked hard to create full-bodied beverages that have functional ingredients and real fruit juice, all under 90 calories per can.”
Hill Beverage Co. was launched in 2023 by Snoop Dogg and CEO Jake Hill, who has founded cannabis companies including Grow Automations in 2017, which helps cannabis growers address the gap in automation and consulting in the cannabis industry. Hill and Snoop Dogg met through Snoop Dogg’s cannabis company, Death Row Records Cannabis, which uses Grow Automations’ technology.
“Taking my passion for cannabis and curating an all-natural high alternative for consumers that is both bold and fulfilling in flavor is a testament to the new direction the cannabis industry is heading,” said 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, and I’m excited for consumers, whether or not they’re familiar with the cannabis marketplace, to experience the line.”
A report on the cannabis beverage market predicted the market would reach nearly $4 billion by 2030. The global cannabis beverage market is estimated to be at $1 billion and the cannabis beverage market in the U.S. in 2022 is estimated at $752 million.
