AMERICAN rapper Snoop Dogg is getting into the coffee industry by launching a brand of Indonesian coffee products called INDOxyz. Snoop Dogg has partnered with Indonesian coffee entrepreneur Michael Riady to source, roast and manufacture whole bean, pre-ground and ready-to-drink (RTD) cold brew products.
“I’ve always loved Indonesia and Michael always looked after us when we were here. He showed me the best coffee in the world and we took it from there,” Snoop Dogg told Daily Coffee News recently.
Michael Riady, whose family has been growing coffee in Indonesia for five generations, previously founded an all-organic Indonesian specialty coffee roasting company called Tentera Surf & Coffee Roasters in 2017.
During the COVID-19 pandemic, which has stunted economic growth, Michael sought new directions and partners to revive his business.
Meanwhile, Snoop Dogg felt like getting involved with a product that would keep him and his partner on their toes whenever inspiration struck them. Snoop Dogg has a lot of expertise in the business world.
Despite having no formal ties to Indonesia, Snoop says the term “indo” in the product name reminds him of the lyrics of his 1994 chart-topping hit “Gin & Juice”. The term is slang for high-quality marijuana.
For INDOxyz, Michael shipped coffee from farmers on the islands of Sumatra, Java, Bali and Sulawesi to Los Angeles, where he roasted it on Tentera’s Loring S15 roaster, INDOxyz’s parent company.
INDOxyz had a limited launch starting in Snoop Dogg’s home state of California before being distributed nationwide. The RTD cold brew retails for US$5.99 (IDR92,000) while the whole bean coffee is priced at US$17.99 (about IDR277,000) [antaranews]