Indonesia inspires Snoop Dogg in launching new coffee line ‘INDOxyz’
From ‘Gin and Juice’ to Indonesian coffee…
Snoop Dogg’s been one busy bee expanding his empire — and busy bees definitely need a pick-me-up once in a while.
In addition to breakfast cereals and sandwiches, the Californian rapper now adds coffee to his list of morning sustenance ventures. Not just any coffee — Indonesian coffee.
The Southeast Asian region seems to easily spark inspiration for the Dogg Father, with previous musical collabs with Singaporean rapper Yung Raja and Malaysia’s Joe Flizzow for his ‘Algorithm [Global Edition]’ album.
This time, he heads to Indonesia for a different kind of partnership.
Along with Indonesian entrepreneur Michael Riady, Snoop has launched INDOxyz; a “lifestyle coffee brand.”
“I've always had love in Indonesia, and Michael always took care of us when we were over there. He showed me the best coffee in the world and we made it happen from there," Snoop mentions to Daily Coffee News.
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For INDOxyz, the beans are sourced from a variety of farmers on the islands of Sumatra, Java, Bali and Sulawesi. Afterwards, they’re shipped to Los Angeles to be roasted before being enjoyed as ready-to-drink, canned cold brews or bagged as whole bean coffee.
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“Indo is going to change the industry, I can promise you that,” says Snoop. We take it he’s referring to a different kind of Indo than in ‘Gin and Juice’.
INDOxyz was recently launched in the rapper’s home state of California, with the RTD cold brews priced at US$5.99 while the whole bean coffees are going for US$17.99.
[Via: Lifted Asia & Food & Wine]
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.