Snoop Dogg Pours One Out: A Legacy Blend for Tupac

NAPA VALLEY, CA – March 10, 2026 – In a move that blends nostalgia, tribute, and savvy business, Snoop Dogg has released a new, limited-edition wine dedicated to his late friend and collaborator, Tupac Shakur. The wine, titled '2 of Amerikaz Most Wanted,' arrives on the 30th anniversary of the iconic track that solidified the duo's place in the pantheon of hip-hop legends. It's more than a beverage; it's a bottled piece of music history, a toast from one icon to another.

Launched under Snoop's 'Cali By Snoop' brand in partnership with Treasury Wine Estates (TWE), the release is a multi-faceted tribute. It’s anchored by a moving short film where Snoop Dogg reminisces on his friendship with Tupac, intercut with archival behind-the-scenes footage from the original 1996 music video. In the film, Snoop pours a little of the new wine onto the ground—a classic gesture of remembrance for a fallen friend.

"It's hard to believe it's been 30 years since Pac and I got together to make '2 of Amerikaz Most Wanted,'" Snoop Dogg said in a statement. "Nobody did it like us, and I can't think of a better way to honor his legacy than with a drink. This wine is perfect for celebrating with loved ones, and I'm looking forward to the people pourin' a little out with me for my friend."

A Toast to West Coast History

The collaboration between Snoop and Tupac was a defining moment of the 1990s West Coast hip-hop boom. Both were signed to the legendary and formidable Death Row Records, and '2 of Amerikaz Most Wanted' captured the zeitgeist of the era—a mix of defiant swagger, camaraderie, and artistic brilliance. The music video, which remains the only one they ever filmed together, is a time capsule of that energy, showing the two artists celebrating and plotting their takeover of the music world. This new wine aims to recapture that feeling, inviting consumers to raise a glass to that shared history.

The authenticity of the tribute is central to its marketing. The project was developed in collaboration with the Tupac Estate, ensuring it respects his legacy. The bottle's label itself is a historical artifact, inspired by a famous photo of Snoop and Tupac at the 1996 VMA Awards. It also includes a personal written tribute from Snoop to his friend, transforming the bottle from a consumer product into a collectible memento for fans who grew up with their music.

Disrupting the Decanter: The Cali By Snoop Phenomenon

While the tribute is heartfelt, it is also a calculated and strategic business move by Treasury Wine Estates, a global wine giant that has successfully leveraged celebrity partnerships to break into new markets. The 'Cali By Snoop' brand, launched in 2020, has been a case study in disrupting the traditionally staid world of wine. Its first release, Cali Red, became the #1 selling single wine in IRI's New Product Pacesetter history, a testament to the brand's ability to connect with consumers outside the typical wine-drinker demographic.

Snoop Dogg's venture is part of a larger, booming trend of celebrity-backed alcohol brands. From George Clooney's billion-dollar sale of Casamigos tequila to Ryan Reynolds' successful revitalization of Aviation Gin, authenticity and genuine celebrity involvement have proven to be key ingredients for success. Consumers are often wary of what they perceive as a simple cash grab. However, Snoop's long-standing success with TWE, first with the 19 Crimes brand and now with his own Cali line, demonstrates a deeper connection. His persona—cool, rebellious, and perpetually reinventing himself—aligns perfectly with a brand strategy that seeks to make wine more accessible and less intimidating.

"The 'Cali by Snoop' range has always pushed the boundaries of traditional wine culture," said John Wardley, Senior Vice President of Brand, Innovation, and Partnerships at Treasury Wine Estates. "We are proud to honor Tupac and Snoop's legacy with a truly unique wine."

This release is the latest in a portfolio that includes Cali Red, Cali Rosé (named the #1 Wine Innovation of 2021), and Cali Gold, among others. The brand's expansion into 57 countries on six continents shows that the appeal of California cool, personified by Snoop Dogg, has a global reach.

The Taste of Legacy: A Critical Pour

Beyond the history and marketing, the ultimate test is what's inside the bottle. '2 of Amerikaz Most Wanted' is a Petite Sirah-dominant red blend, a bold choice that reflects the personalities it honors. According to Treasury Wine Estates Winemaker Michael Garrison, the wine is "well-structured, with supple, integrated tannins that deliver a long, flavorful finish." The tasting notes promise a profile of toasty oak, dark fruit, toffee, and baking spice.

With a suggested retail price of $14.99, the wine is positioned for mass-market appeal, available at major retailers like Kroger, Total Wine & More, and even through delivery services like DoorDash and Instacart. This accessibility is crucial to the brand's strategy, ensuring that fans of Snoop and Tupac can easily partake in the tribute without the barrier of a high price point or exclusive distribution.

This release masterfully navigates the fine line between heartfelt homage and commercial product. By grounding the wine in a specific, powerful moment of cultural history and enlisting the collaboration of the Tupac Estate, Snoop and TWE have created a product that feels less like a marketing ploy and more like a genuine celebration. For millions, the music of Snoop Dogg and Tupac Shakur was the soundtrack to their lives. Now, they have a new way to experience that legacy, one sip at a time.