Snoop Dogg, a rapper, cultural figure, and business tycoon, has just launched INDOxyz, a new line of Indonesian coffee products, into the specialty coffee market. In order to acquire, roast, and create whole bean, pre-ground, and ready-to-drink (RTD) cold brew products, The Doggfather has teamed up with Indonesian coffee entrepreneur Michael Riady.
Snoop Dogg recently told Daily Coffee News, "I've always had affection in Indonesia, and Michael always took care of us when we were over there. He took me to the finest coffee shop in the world, and we worked things out from there.
In 2017, Riady established Tentera Surf & Coffee Roasters, an all-organic, all-Indonesian specialty coffee roasting business. His family has been growing coffee in Indonesia for five generations. The branding for that business incorporated Riady's passion for surfing, his busy lifestyle, and his close relationship with coffee.
Riady was looking for new directions and new partners to revive the company because growth had been stymied and numerous accounts had been lost due to the COVID-19 pandemic. Snoop, on the other hand, was looking for a stimulating product to get involved with so that he and his friends would always be prepared whenever inspiration and drive strike.
Snoop Dogg, who is best known for his work as a rapper, is also the proprietor of Death Row Records, one of the most recognizable names in hip-hop music. He is a founding member of Casa Verde Capital, an investment company specializing in cannabis. Among other businesses, he controls his own cannabis company, a gin brand, and Broadus Foods, which produces Snoop Cereal.
Sumatra, Java, Bali, and Sulawesi are among the islands from which Riady gets its coffees. These are delivered to Los Angeles, where Riady roasts them on the Tentera Loring S15 roaster, the main business of INDOxyz.
As Riady concentrates solely on INDOxyz, for which he and Snoop have created new roast profiles to showcase coffees grown in Indonesia, the Tentera retail brand is currently being phased out.
The Snoop-approved INDOxyz products, promoted by Snoop as fuel for creatives, movers, and shakers, come in blazingly vibrant yellow packaging with whole and pre-ground coffees bagged and an RTD cold brew canned.
The first product, according to Riady, was a medium-dark roasted Sumatran single-origin coffee that he, Snoop, Snoop's family, and friends all agreed is a pleasant and approachable daily brew. Although the company may eventually diversify into other roast types, it will always focus on serving pure, single-origin Indonesian coffee.
“It simply tastes the best. And I’ve been around the world a few times, ya digg?” Snoop told DCN. “I’ve been here every step of the way. I see Indo being a global brand and I needed to make sure it looks, feels, and represents me the way it is supposed to.”
INDOxyz is beginning with a limited rollout in Snoop's native state of California before expanding into national retail for the $5.99 RTD cold brew cans and $17.99 whole bean coffees. Both online and in significant grocery chains, products will be offered.
“All I can say is we have a lot coming in the next few years,” said Snoop. “Indo is going to change coffee. Promise you that.”
Source: DailyCoffeeNews.com
