KUALA LUMPUR, March 16 — Legendary American rapper Snoop Dogg now wants you to perk up with coffee, after promoting cannabis to calm people down.
Called INDOxyz, it’s smooth Sumatran coffee at its finest — a medium-dark roasted single-origin coffee.
The Doggfather singer partnered with Indonesian coffee entrepreneur Michael Riady for the sourcing, roasting and production of whole bean, pre-ground and ready-to-drink cold brew products.
For now, it's only available in the United States.
“I’ve always had love in Indonesia and Michael always took care of us when we were over there,” said Snoop in an interview with Daily Coffee News.
“He showed me the best coffee in the world and we made it happen from there.”
Canned in bright yellow packaging, INDOxyz cold brew is promoted by Snoop as fuel for creatives, movers and shakers.
There’s even a cute ad on YouTube where a cartoon version of Snoop is seen walking through the paddy fields of Sumatra.
Riady, whose family has been growing coffee in Indonesia for five generations, sources coffees from farmers on the islands of Sumatra, Java, Bali and Sulawesi.
These are shipped to Los Angeles where they are roasted, brewed and packaged.
Indonesia has been one of the world’s top producers of coffee for hundreds of years.
“We have a history,” said Riady. “We just haven’t marketed it very well.
“So I said, ‘You know what, I’m just gonna sell Indonesian coffee, because that’s what I know.’”
Though Snoop has no formal connection to Indonesia, the term ‘indo’ recalls the lyrics of his 1994 chart-topping single Gin & Juice, where it was slang for high-quality marijuana.
“It simply tastes the best. And I’ve been around the world a few times, ya digg?” said Snoop.
“I see Indo being a global brand and I need to make sure it looks, feels and represents me the way it is supposed to.
“All I can say is we have a lot coming in the next few years.
“Indo is going to change coffee. Promise you that.”