Snoop Dogg Introduces His Premium Coffee Brand, Indo, In The United States

In Collaboration with Tentera Surf & Coffee Roasters of California, the Rapper and Entrepreneur Has Released a Line of Pre-Packaged Coffee and Cold Brew

A ‘premium lifestyle coffee brand’ created by US rapper Snoop Dogg and Indonesian coffee entrepreneur Michael Riady of Tentera Surf & Coffee Roasters.

Snoop Dogg, whose given name is Calvin Broadus Jr., released a statement saying he created the Indo coffee brand to encourage young people to take risks and think creatively.

Sumatra, Java, Bali, and Sulawesi coffee, all roasted in Tentera’s California roastery, is used for their packaged coffee and cold brew line.

Following Brazil, Vietnam, and Colombia, Indonesia is the world’s fourth-largest coffee producer and the world’s second-largest exporter of specialty arabica.

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My history with coffee goes back many years. In the studio, where we spent many late nights cranking out hit after hit, coffee was the fuel that kept us going. My business partner Michael, who turned me on to the finest Indonesian coffee, and I have finally launched our new venture today. Snoop Dogg predicted that Indo would have a revolutionary effect on the business world.

The sale of Indo will begin on the internet before expanding to stores like Erewhon, Vons, Safeway, Sprouts, and Amazon.

Snoop Dogg, in addition to his successful music career, has dabbled in a number of different businesses, the most recent of which is Indo.

He joined Eaze, a startup in California that promises to bring customers their medical marijuana orders “in less than 10 minutes,” as a minority investor in 2015. Together with the Australian winery 19 Crimes, Snoop Dogg released Snoop Cali Red in 2020.

The introduction of his coffee brand is the most recent example of a well-known individual entering the retail packaged coffee market.

Chamberlain Coffee, a packaged coffee brand founded by social media influencer Emma Chamberlain in 2019, has seen rapid success among members of Generation Z.

American actor Tom Hanks launched a consumer-packaged goods company, Hanx For Our Troops, in November 2022, with a packaged coffee range, First Class Joe, and in the same month, fellow US rapper Jadakiss launched a family-owned retail packaged coffee company called Kiss Café.