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How Treasury Wine turned to gangsta rapper Snoop Dogg to solve its Crimes
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When Treasury Wineâs US marketing head John Wardley first enlisted the help of legendary rapper Snoop Dogg to promote the companyâs new 19 Crimes line, he was told two very important pieces of information.
âHis manager assured me, right from the start, that he may not turn up on time, but when he does turn up, he nails it,â Wardley says.
âAnd thatâs exactly what we found. We had a joke about âSnoop Timeâ, where Snoop does things at Snoop time. But at the end of the day, I have to tell you, he is a consummate professional.â
You already know that legendary rapper, TV personality, distiller and wine lover
From Crook to Cook: Platinum Recipes from tha Boss Dogg s Kitchen (Chronicle, 2018)? And now the old-school hip-hop star s recipes are available on new-school meal-planning app eMeals, which is offering subscribers nine of Snoop’s cookbook recipes and wine pairings in its Dine Like the Doggfather collection.
“It’s really about the recipes and giving folks really cool ideas for meals,” eMeals head of content
Scott Jones said, “but also encouraging people to be thinking maybe next level about how to pair food and wine.”
Per Jones, the collection sprang naturally from the work eMeals has done over the past year with Treasury Wine Estates and the 19 Crimes wine brand. In addition to recipes, meal plans, shopping lists and grocery-buying options, eMeals provides users with wine pairings. “19 Crimes was one of the brands that we worked with right out of the gate,” said Jones. And when i