Tanqueray Gin launched a new strategic partnership with entertainment icon Snoop Dogg to highlight the brand’s focus on the Gin & Juice cocktail, which is celebrated in the success of Snoop Dogg’s 1993 classic hit song “Gin & Juice.” Snoop Dogg will actively oversee the Tanqueray Gin & Juice campaign by developing signature Tanqueray cocktail recipes, such as “Laid Back,” using Tanqueray No. Ten, Ciroc Apple, fresh pineapple juice and club soda.

“Working with Snoop Dogg will help regain Tanqueray’s foothold as ‘the gin of choice.’ It is a perfect fit that cultivated an organic, yet strategic, partnership that we truly believe brings back a newfound love for Gin & Juice cocktails,” said Keenan Towns, Brand Director for Gins at Diageo.