Legendary rapper and cultural icon Snoop Dogg launches new coffee brand, INDOxyz

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  • Published on March 13, 2023
  • Last Updated May 15, 2023
  • In Culture

Snoop Dogg is dropping coffee like it’s hot with his new premium cold brew and instant coffee brand, INDOxyz.

Snoop Dogg has extended his “Midas Touch” into beverages. The legendary rapper and cultural icon announced his new specialty coffee, INDOxyz. VIBE reports the rapper, born Calvin Broadus, partnered with Indonesian coffee entrepreneur Michael Riady to create the brand.

In a recent interview with Daily Coffee News, Snoop credited Riady for introducing him to the world of coffee.

“I’ve always had love in Indonesia, and Michael always took care of us when we were over there,” the 51-year-old rapper said. “He showed me the best coffee in the world and we made it happen from there.”

In the press release for the beverage, Snoop claimed he and coffee have a close relationship.

“My relationship with coffee goes way back,” the rapper said. “The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going. Today marks the launch of a new company I created along with my partner Michael, who introduced me to the best tasting Indonesian coffee. Indo is going to change the industry, I can promise you that.”

Daily Coffee News states that Snoop worked with Riady “for the sourcing, roasting and production of whole bean, pre-ground and ready-to-drink (RTD) cold brew products.”

He revealed his new venture on his Instagram using a slide show of pivotal images from his life. Snoop states his new beverage is inspired by all the “dreamers and risk takers.”

@indo.xyz my new premium coffee company,” Snoop said in an Instagram post. “Created 4 n inspired by all tha entrepreneurs, dreamers, risk takers & innovators out there. It’s time to change tha game INDO is for owners #FuelTheDream

The brand now offers a canned INDO cold brew costing $5.99 and the whole bean priced at $17.99. Anyone can order the beverage on the INDO website, but West Coast coffee lovers can visit select stores and grab a pick me up.

Select BevMo’s across Los Angeles, San Diego, Long Beach and Fresno carry INDO. Major grocery stores such as Albertsons, Erewhon, Pavilions, Safeway, Sprouts in Snoop’s native state will carry the line. Lucky guests at the newly opened Resorts World Las Vegas will get cans in every room.