Celebrity Name: Snoop Dogg
Brand Name: Cali By Snoop
Deal Type: Limited-Edition Celebrity Wine Collaboration
Announced: March 10, 2026
Impact: Honors the 30th anniversary of the 1996 Snoop x Tupac hit; extends Snoop’s growing wine & spirits portfolio while keeping 2Pac’s legacy commercially and culturally alive
- Snoop Dogg’s Cali By Snoop brand dropped “2 of Amerikaz Most Wanted,” a California Petite Sirah-dominant red blend, honoring the 30th anniversary of his and Tupac’s iconic 1996 collaboration.
- The release is a collaboration between Snoop Dogg, the Tupac Estate, and Treasury Wine Estates, making it an officially sanctioned tribute backed by Tupac’s family and estate.
- Alongside the wine, Snoop stars in an emotional short film featuring archival behind-the-scenes footage from the original 1996 “2 of Amerikaz Most Wanted” music video, the only video the two icons ever filmed together.
Thirty years after one of hip-hop’s most iconic songs dropped, Snoop Dogg is raising a glass to his late friend Tupac Shakur.
On March 10, 2026, Cali By Snoop released “2 of Amerikaz Most Wanted,” a limited-edition California red blend commemorating the 30th anniversary of the legendary track by the same name. The wine was developed in partnership with the Tupac Estate and Treasury Wine Estates.
The Petite Sirah-dominant blend features notes of toasty oak, dark fruit, toffee, and baking spice, and the label design pulls from a memorable moment between the duo at the 1996 VMA Awards.
The “2 of Amerikaz Most Wanted” song was originally released in May 1996 as a single from Tupac’s All Eyez on Me album. It also holds a special distinction, it is the only music video Snoop Dogg and Tupac ever filmed together. Just months later, Tupac was fatally shot in Las Vegas in September 1996.
Beyond the bottle, Cali By Snoop released an emotional tribute film featuring Snoop reminiscing on his times with 2Pac in the ’90s, from the studio to courthouse victories and traveling abroad.
The wine retails for $14.99 and is available at major retailers nationwide, including Kroger, Total Wine & More, and through platforms like Instacart and DoorDash.
As for Snoop, he remains one of entertainment’s most active entrepreneurs. Named one of Time magazine’s 100 Most Influential People in 2025, he was also named Team USA’s first-ever Honorary Coach for the 2026 Winter Olympics.
Meanwhile, Tupac was inducted into the GRAMMY Hall of Fame in February 2026, adding yet another milestone to a legacy that keeps growing.
This kind of meaningful celebrity-brand collaboration isn’t new territory. Just recently, Flau’jae Johnson partnered with PUMA on a new sneaker line honoring her late father, showing how athletes and artists are increasingly using brand deals to keep family and friendship legacies alive.
Similarly, George Clooney unveiled a new non-alcoholic beer brand, Crazy Mountain, reflecting the broader wave of celebrities stepping deeper into the beverage space with personal meaning behind the product.
Takeaways
This release is much more than a wine drop, it’s a masterclass in legacy marketing. Snoop Dogg isn’t just selling a $14.99 bottle of red; he’s selling a moment in hip-hop history, an emotion, and a friendship that millions of fans still feel deeply.
By looping in the Tupac Estate, he gives the collaboration full authenticity and keeps 2Pac’s brand alive in a real, commercial way, not just in tribute playlists.
The timing is smart, too. With Tupac’s recent GRAMMY Hall of Fame induction in early 2026 and the cultural appetite for ’90s nostalgia stronger than ever, this wine hits the market at exactly the right moment. At $14.99, it’s priced for the culture, accessible enough that everyday fans can participate in the tribute, not just collectors.
For brands and agents watching, this is a blueprint: pair an anniversary, a cultural icon, a legacy estate, and an established beverage partner, and you get something that transcends a typical product launch.
Could this wine collaboration open the door for more estate-approved legacy deals with other deceased hip-hop icons? Does a product like this deepen Tupac’s legacy, or risk commercializing it too much?
