Snoop Dogg and Harmony Craft Beverages launch Iconic Tonics, redefining the functional beverage market with premium, wellness-driven drinks.
When Snoop Dogg enters a new industry, he doesn’t just participate—he reinvents it. His latest venture, the Snoop Dogg Iconic Tonics functional beverage brand, blends flavor, innovation, and wellness into a lifestyle movement reshaping how adults drink and unwind.
Launched in partnership with Harmony Craft Beverages, Iconic Tonics marks the start of a bold new chapter in the $200 billion global functional beverage industry. For a man whose empire already includes music, cannabis, and entertainment, it’s no surprise Snoop’s next frontier is helping the world sip smarter.
From Gin and Juice to Function and Fusion
Snoop Dogg’s move into functional beverages was inevitable. Always ahead of trends, he saw the world shifting from “happy hour” to “healthy hour.” Today’s consumers want drinks that do more—from enhancing mood to improving focus or relaxation.
“I’ve always been about innovation, and functional beverages are the next frontier,”
Snoop Dogg.
“People want drinks that do more than just taste good — they want benefits, and they want choices. Harmony Craft Beverages has been pioneering this movement, and together now as Iconic Tonics, we’re bringing something fresh to the table. This is more than a brand — it’s a lifestyle.”
At the center of that lifestyle? Herbaceé, a wine-inspired botanical beverage, and Lift, a hemp-infused seltzer that promotes calm and balance. Each drink merges wellness science with Snoop’s signature cool, creating options that are as mindful as they are flavorful.
For anyone who’s ever tried to order something “not boring” at a bar in West Hollywood or Miami Beach, this feels like a win.
The Powerhouse Behind the Brand
Iconic Tonics isn’t a one-note project—it’s a full-fledged platform led by Harmony Craft Beverages, industry experts known for blending taste with purpose. Their portfolio includes some of the most innovative non-alcoholic and functional drink brands on the market:
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Lifeblood by Love Yer Brain – A collaboration with Wayne Coyne of The Flaming Lips, delivering “mind-expanding elixirs.”
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Klaus – A series of infused mocktails by mixology legend Warren Bobrow.
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Malus – A sophisticated twist on cider culture.
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Herbaceé – Sober elegance meets botanical artistry.
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Lift – Hemp-infused seltzers that balance energy and ease.
“We’re building a platform that’s bigger than any one brand,”
Evan Eneman
Co-Founder and CEO of Iconic Tonics
“Consumers are moving beyond traditional alcohol and sugar-laden beverages—they want function, flavor, and experience. With Snoop’s cultural reach and our proven ability to launch groundbreaking drinks, we’re setting the stage for the next evolution in beverages.”
And in classic Snoop style, evolution comes with swagger.
Where Culture Meets Commerce
The Snoop Dogg Iconic Tonics functional beverage rollout extends across the country, now available at Total Wine & More, Woodman’s Markets, and DoorDash, with nationwide expansion planned this year. The brand also joins Snoop’s growing digital ecosystem, with exclusive drops planned on his lifestyle platform SWED.com.
Tiffany Chin, Head of Cannabis Operations for Snoop’s ventures, explains why this collaboration works:
“With our consumer reach and distribution and [Harmony Craft’s] expertise in functional beverages and commitment to quality, we’re poised for exceptional growth. Iconic Tonics will bring something truly special to consumers—great-tasting drinks with real benefits.”
That “real benefits” part isn’t lip service. As trends like “mindful drinking” and “sober curiosity” sweep through cities from Los Angeles to London, consumers are trading tequila shots for adaptogenic seltzers and wellness cocktails. It’s not about giving up fun—it’s about feeling good and feeling better the next morning.
A New Kind of Social Drinking
Beyond the glitz, Iconic Tonics speaks to a deeper cultural shift. Snoop Dogg’s entry into the functional beverage space mirrors the evolution of modern nightlife itself—more conscious, creative, and community-driven.
He’s redefining what it means to “have a drink” with friends, whether it’s at a rooftop in San Francisco, a lounge in Berlin, or a beach bar in Miami.
Because sometimes, the smartest move is to trade your buzz for balance. (And yes, Snoop makes that look cool too.)
For insights into the fast-growing functional beverage market, see Forbes’ industry analysis.
Mini FAQ
Q: What is Iconic Tonics?
A: Iconic Tonics is a premium functional beverage platform co-founded by Snoop Dogg and Harmony Craft Beverages, offering better-for-you drinks that combine flavor and wellness.
Q: Which products are part of Iconic Tonics?
A: The portfolio includes Herbaceé (botanical wine-inspired drinks), Lift (hemp-infused seltzers), Lifeblood by Love Yer Brain, Klaus mocktails, and Malus cider.
Q: Where can consumers buy Iconic Tonics?
A: Available at Total Wine & More, Woodman’s Markets, DoorDash, and soon on Snoop’s SWED.com platform.
A Toast to the Future of Drinking
With Iconic Tonics, Snoop Dogg isn’t just launching beverages—he’s launching a new mindset. Functional, flavorful, and infused with purpose, these drinks redefine what it means to celebrate, unwind, and live well.
From Compton to Cannes, it’s clear: Snoop’s next era isn’t about “gin and juice.” It’s about wellness, innovation, and raising a glass to the future of how we drink.
