Rapper and Entrepreneur Snoop Dogg Launches New Coffee Line
Inspired by a trip to Indonesia, Snoop Dogg debuted what he calls, “a premium lifestyle coffee brand created for and inspired by the next generation of entrepreneurs and innovators.”
Snoop Dogg may be known for his illustrious music career, but beyond his multiple Grammy nominations as a rapper, he is growing his business empire. These include a business that sells pet accessories, a gluten-free cereal called Snoop Loopz, and even a wine label, which he launched in 2020.
An entrepreneur in his own right, he is currently branching out into a line of premium coffee products—made with beans that are locally sourced from Indonesia.
Dubbed INDOxyz, the brand was a collaborative partnership with Indonesian coffee entrepreneur Michael Riady. According to a report by CNN, it is “a premium lifestyle coffee brand created for and inspired by the next generation of entrepreneurs and innovators.”
Borne From a Love of Coffee
An avid coffee lover himself, Snoop Dogg expressed that this was the foundation of INDOxyz’s conception. “My relationship with coffee goes way back,” the rapper said in a statement. “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,” he added. “All it took was one sip and Snoop was hooked.”
Indonesia is a top global producer of coffee, with coffee cultivation beginning as early as the late 1600s during the Dutch colonial period. In fact, the country produces Arabica and Robusta beans, along with Kopi Luwak, or civet coffee—a historic but controversial brew made from partially digested coffee berries from civet cats.
Snoop Dogg’s coffee beans will be sourced from Gayo—a region in Aceh located on the island of Sumatra. “The Gayo region is renown for producing a high-quality Arabica, grown in the lovely mountain basin surrounding Lake Tawar and the town of Takengon,” the statement said.
Changing the Coffee Industry
Given how coffee is considered essential for people from all walks of life, with more than 1 billion people drinking coffee daily, the coffee industry is undeniably booming. In fact, data from 2022 shows that the coffee industry itself generates $200 billion (around PHP 10.94 trillion) annually with around 166.5 million bags of coffee being consumed each year.
What’s more, there has been a significant increase in the demand for coffee with the market size increasing by 150% in the last 50 years. This makes coffee businesses viable, especially in addressing the growing demand.
“Indo is going to change the industry, I can promise you that,” Snoop Dogg declared, referencing his coffee brand, INDOxyz, which is also a common abbreviation for Indonesia.