Iconic rap musician Snoop Dogg has joined forces with Indonesian coffee entrepreneur Michael Riady to launch a premium coffee brand called INDOxyz.
Roasted in Los Angeles using beans from the Indonesian islands of Bali, Java, Sulawesi, and Sumatra, the brand will offer packaged whole beans as well as RTD cold brew in cans.
"My relationship with coffee goes way back,” the California-born rapper said. “The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going.”
Riady, scion of an Indonesian tycoon, is founder of Tentera Coffee, a California-based roaster that sells a variety of Indonesian coffees online and via retailers in the state.
“I am excited to partner with Snoop Dogg and introduce the world to INDOxyz, the best-tasting coffee on the market. I want to make coffee fun and cool, and having Snoop as a partner gives us that edge,” Riady said.
Snoop Dogg, who has sold some 35 million albums worldwide, has extended his personal brand across categories like TV, film, a mobile application, NFTs, cannabis, wine, and a cookbook.
And now coffee. The cold brew beverage will retail starting at $5.99, and whole bean packages will cost $17.99 at www.indo.xyz, other online sources, and various U.S. grocers and retailers.