Wave Staff Report
LOS ANGELES — Rapper Snoop Dogg continues to expand his business investments with the announcement this week that he and Death Row Records are teaming up with Hill Beverage Co. to launch “Do It Fluid” infused beverages, according to a report in Cannabis & Tech Today.
The hemp-derived THC and CBD-infused drinks are available in four all-natural flavors from DeathRowCannabis.com.
Hill Beverage Co. Founder and CEO Jake Hill told Cannabis & Tech Today that he’s been working in the cannabis industry for 10 years and believes cannabis-infused beverages are on the cusp of exploding in popularity.
“Beverages are going to be one of the first and most powerful mechanisms that really open up the industry to the masses,” Hill said. “I think infused beverages are the one product that everybody would be willing to try.”
Hill said he met Snoop Dogg while working at another of his companies, a cannabis technology company specializing in agricultural automation. As their business relationship deepened and Hill demonstrated his grasp of large-scale production tech, combined with his background as a former cannabis business owner, Snoop saw an opportunity to collaborate.
“As I take the next step forward in my smoking evolution, Hill Beverage Co.’s vision for cannabis beverages was the perfect transition,” Snoop Dogg said.
“We’ve been very dedicated to this product for over a decade and we have the ability to deliver; we have massive production capabilities,” Hill said. “Those were some of the differentiating factors that allowed [Snoop Dogg] to feel comfortable working with us.”
“Do It Fluid” is infused with hemp-derived D9 THC and/or CBD in small doses so consumers can ingest it like they would a glass of beer or wine. It’s a low-and-slow approach that should enable social consumption.
“They’re designed to have many of them throughout the night,” Hill said. “These are low dose and you’re immediately absorbing all of the milligrams you’ve ingested. It doesn’t hit you 30 minutes or an hour later like traditional edibles. We timed these formulas so you start to feel it within two or three minutes.”
Hill worked with an in-house lab and formulator to develop the beverages using organic fruit juices and purees from Oregon combined with cannabinoids from California. The resulting flavors are Blood Orange, Blue Razz, Cherry Limeade and Peaches N Honies.
The new beverage line is currently available at select stores in Alabama, Arkansas, Georgia, Illinois, Mississippi, North Carolina, South Carolina, Tennessee and Texas.
Hill told Cannabis and Tech Today that he and his team utilized a new type of can liner that prevents cannabinoids from binding to the liner — an issue that has historically caused problems in the mass production of cannabis beverages.
Hill explained how he creates reliably reproducible results.
“We have a whole process authority behind each one of our flavors … noting how we do it every single time,” he said. “There are no inconsistencies. We want the customer to get the same experience every single time.”
The new product marks the second time in recent months that Snoop Dogg has launched a new business tie-in. Last month, he surprised his social media followers by announcing he was going “smokeless.”
Days later he announced he had become a spokesman for Solo Stove, a company that sells smokeless fire pits.
“I love a good fire outside but the smoke was too much,” Snoop Dogg said at the time. “Solo Stove fixed fire and took out the smoke. They changed the game and now I’m excited to spread the love and stay warm with my friends and family.”
The legendary rapper is a Long Beach native who burst on the scene in 1992 after making a guest appearance on Dr. Dre’s debut solo single “Deep Cover” and Dre’s solo album debut “The Chronic.”
His own solo album, “Doggystyle,” debuted the next year and sold 800,000 copies in one week.
