Rapper and entrepreneur Snoop Dogg is expanding his business empire yet again, this time branching out into a line of premium coffee products with locally sourced beans from Indonesia.
He has partnered with Indonesian coffee entrepreneur Michael Riady to launch INDOxyz: “a premium lifestyle coffee brand created for and inspired by the next generation of entrepreneurs and innovators,” according to a press release sent to CNN.
“My relationship with coffee goes back a long way,” Snoop Dogg, whose real name is Calvin Broadus, said in the statement. “The long nights in the studio cranking out hit after hit, coffee provides the fuel that keeps us going. Today marks the launch of a new company that I co-founded with my partner Michael, which introduced me to the best tasting Indonesian coffee,” he said. said. “All it takes is one sip and Snoop is hooked.”
Snoop added: “Indo is going to change the industry, I can promise you that,” referring to his coffee brand, which is also a common abbreviation for Indonesia. This country is the top global coffee producer.
Coffee cultivation began in the late 1600s during the Dutch colonial period. Indonesia produces Arabica and Robusta beans as well as Kopi Luwak, or civet coffee, a historic but controversial drink consisting of partially digested coffee berries from civet cats.
Snoop's coffee beans will be sourced from Gayo, a region in Aceh on the island of Sumatra.
“The Gayo area is renowned for producing high-quality Arabica coffee, grown in the beautiful mountain basins around Lake Tawar and the town of Takengon,” the statement said.
In addition to releasing more than a dozen studio albums and receiving multiple Grammy nominations as a rapper, Snoop Dogg has expanded his business empire. The rapper has expanded into a pet accessory and gluten-free cereal called Snoop Loopz.
In 2020, he launched his own wine label. An outspoken cannabis advocate, he has his own line of cannabis products.
Information from CNN was used in this report.