Interview - Why Snoop Dogg Loves Weed Beverages: 'Not Everyone Wants To Smoke To Get High... Drinking Is Familiar'

"Healthy living and self-care is in," says Snoop Dogg, the renowned rapper and entrepreneur, in an exclusive interview as he discusses the launch of the hemp-infused Do It Fluid product line in partnership with Hill Beverage Co. "As the science and knowledge around cannabis and hemp keep moving forward, the number of methods to 'smoke' or consume keeps growing. I wanted to build something with beverage experts like those at HBC to show everyone that there are other ways to get into it, like drinking your Bud... We worked hard to create full-bodied beverages that have functional ingredients and real fruit juice, all under 90 calories per can."

Snoop's words encapsulate the core philosophy behind the innovative product line of Do It Fluid, a joint venture between the rapper, Hill Beverage Co. and Death Row Records. This ambitious project aims to redefine the cannabis-infused beverage space, which, according to a study by Research and Markets, was estimated at $1 billion globally in 2022 and is expected to reach $3.9 billion by 2030, at a compound annual growth rate (CAGR) of 17.7% during the period between 2022 and 2030.

Getting more granular, the cannabis beverage market in the U.S. was estimated to be worth $752 million in 2022. The Asia-Pacific region is forecasted to reach a projected market size of $258.5 million by 2030, with a CAGR of 14.4% during the 2022 to 2030 period, while Europe and Canada each boast a forecasted growth of 16.9% and 17.5%, respectively, in the 2022 to 2030 time frame. Other companies like Boston Beer Company SAM, Hi5, Leisuretown (which collaborates with Diplo and Rob Dyrdek) and Cann (a brand endorsed by big stars like Tove Lo and Adam Devine) are also looking to capitalize on this booming market. With this new launch, Snoop and Hill Beverage Co. will try to do the same.

Snoop Dogg sees Do It Fluid as a natural extension of Death Row Records' brand into the cannabis market. "These are the first hemp-infused beverages that DRR has come out with," he says. The line offers a smokeless alternative to traditional cannabis consumption, aligning with the changing preferences of consumers.

"We acknowledge that not everyone wants to smoke or even vape to get high," Snoop comments. "Drinking is something most people are already familiar with, and you’re completely right in that it complements our already existing line of smokeables with DRR with a 'smokeless' alternative."

‘Strategically Crafted To Offer A Consistent High’

At the helm of this venture is Jake Hill, CEO of Hill Beverage Co., whose vision for Do It Fluid is to set a new standard in the industry. "We hope the line causes other hemp-infused beverage companies to see us as major competitors, ultimately encouraging them to push the limits of their flavor profiles, potency and use of all-natural ingredients," Hill shares. The drop of Do It Fluid represents a significant step in Hill's mission to blend the enjoyment of cannabis with a healthier lifestyle, challenging the status quo of the industry and seeking to take market share from alcoholic beverages.

The development of Do It Fluid was not without its difficulties, as Hill explains. The complex interplay of THC and CBD molecules with natural fruit juices and purees presented a unique set of challenges, notably the risk of unwanted fermentation and ensuring product stability. However, through a rigorous process of lab testing and creative problem-solving, Hill and his team overcame these obstacles, resulting in a product line that boasts robust flavors and a satisfying high without the high calorie or sugar content typically associated with these types of beverages.

Do It Fluid caters to both experienced and novice cannabis users. "Our THC and CBD blends were strategically crafted to offer a consistent high that is noticeable but not overwhelming," Hill states, highlighting the brand's inclusive approach. The range of products offers something for everyone, whether one is seeking mild relaxation or a more pronounced effect.

See also: Method Man On The Weed Biz: 'The American Dream… From Getting Locked Up To Being A Proprietor'

Sustainability and ethical sourcing of ingredients are key components of Hill Beverage Co.'s ethos, too. The company's commitment to these principles is evident in its supplier choices, ensuring high-quality, sustainable ingredients for its products. This approach not only speaks to the brand's environmental consciousness but also resonates with the growing consumer demand for ethically produced goods.

A ‘Conglomerate Of Diverse Beverage Brands’ In The Making?

In the CEO's view, Hill Beverage Co. is well positioned for growth, with plans to expand into a conglomerate of diverse beverage brands. "You can absolutely expect more from us in the near future," he enthuses. The company aims to collaborate with celebrities and industry leaders, broadening its appeal and cementing its place in the beverage industry.

The partnership with Snoop Dogg was born out of a series of fortuitous meetings and shared visions. As Hill explains, "It truly was the combination of a few 'meant to be moments' that brought us to where we are today."

Hill's deep involvement in the cannabis industry, including his innovations in controlled environment technologies through Grow Automations, laid the groundwork for this collaboration. A chance encounter with Arasp Khoskkhoo, Snoop's partner and head of operations at Death Row Records Cannabis, led to a partnership that has culminated in the creation of Do It Fluid.

Snoop Asks: Why Can’t Cannabis Replace Beer?

Delving deeper into the Do It Fluid narrative, Snoop Dogg's personal journey and his involvement in the creative process are pivotal. As a cultural icon and a prominent figure in the cannabis community, his influence is profound. "It’s considered completely normal to split a six-pack of beer or bottle of wine at the end of the day... Why not a cannabis or hemp-infused drink?" Snoop poses a rhetorical question that challenges conventional norms and speaks to a broader cultural shift. His vision is clear: to integrate cannabis consumption into everyday life, in ways that are both enjoyable and socially acceptable.

See also: The 'Father Of Cannabis Research' Discovered Something More Potent Than THC Before Dying: Here's What

Snoop's creative input was crucial in shaping the unique flavor profile of Do It Fluid. He recalls the initial plan to launch with the Blue Razz and Fruit Punch flavors, but it was Jake Hill's introduction of the Blood Orange variety that truly captivated him. "Jake approached me with a Blood Orange flavor that blew me and my team away," Snoop recounts. This flavor, which cleverly nods to Death Row Records' history, went through numerous rounds of sampling to achieve perfection. Snoop also wanted to infuse some Californian essence into the mix, resulting in the Peaches N Honies and Cherry Limeade flavors, reminiscent of LA summers.

A Shared Vision

Jake Hill

The partnership between Snoop Dogg and Hill Beverage Co. underscores a shared ethos and a vision for the future of cannabis consumption. For Snoop, this collaboration is about more than just business; it's a personal mission aligned with his journey in the smoking and cannabis culture. "I wanted to build something with beverage experts like those at HBC," he explains, highlighting his desire to explore innovative consumption methods.

The Do It Fluid line represents a marriage of taste, health and innovation. Each flavor has been crafted with meticulous attention to detail, ensuring that they offer a unique experience that is both satisfying and health-conscious. The beverages are available in two versions: a CBD-only option and a Delta-9 THC + CBD blend, catering to a wide range of preferences and needs.

See also: Trump's Likely VP Pick, Nancy Mace, Wants Marijuana Legalized, Although She's 'Pretty Damn Conservative'

Reflecting on the journey, Jake Hill shares his vision for the company's future. Hill Beverage Co. is not just looking to make a splash in the market; it aims to establish a lasting legacy. "Our long-term goals are to grow this into a conglomerate of beverage brands," Hill repeats. The ambition is to create a brand that resonates with a broad audience, offering an assortment of beverages that appeal to varying tastes, moods and interests.

Do It Fluid stands as a testament to innovation, collaboration and a shared vision for the future of cannabis consumption. It's a product that challenges norms, invites enjoyment and paves the way for a new era in the cannabis and hemp industries. With the combined forces of Snoop Dogg's cultural influence and Jake Hill's entrepreneurial acumen, Do It Fluid seems well-positioned to redefine the landscape of cannabis-infused beverages.

The beverages will be available very soon, the company says. In the meantime, people can follow @HillBeverageCo on social media for updates on the launch date and locations.

Photo courtesy of Hill Beverage Co. & Death Row Records Cannabis, edited by Javier Hasse

This article was originally published on Forbes and appears here with permission.