Treasury Wine Estates (TWE) is continuing its collaboration with rapper Snoop Dogg with the launch of Cali Rosé.

Cali Rosé is the second wine in the range, following the launch of Cali Red last year. The supplier says it is “fruit forward”, with notes of raspberry, strawberry and cherry.

It is aimed at attracting younger adult drinkers who do not usually drink wine.

Treasury Wine Estates launches 19 Crimes’ first sparkling wine

Available now at an RRP of £11, the new variety aims to drive standout on-shelf by featuring Snoop Dogg’s profile on the bottle.

Additionally, an on-pack QR code invites consumers to ‘ask the Doggfather’, where the rapper will respond to their questions.

The launch will be supported with a marketing campaign including digital, social media, influencer and in-store display marketing.

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