Entertainment icon and entrepreneur Snoop Dogg together with Harmony Craft Beverages launches Iconic Tonics, a new leader in premium functional beverage brands aimed at reshaping the category and redefining adult beverage alternatives.
The functional beverage industry has experienced explosive growth, with the market projected to reach $200 billion globally by 2030, fueled by consumer demand for healthier, functional alternatives to traditional sodas and alcohol.
As wellness and mindful drinking trends accelerate, Snoop and Iconic Tonics are poised to disrupt the space with a diverse portfolio of innovative brands designed to meet consumers where they are – whether at home, on the go, at entertainment venues, or at their favorite bars and restaurants.
Snoop Dogg’s Gets functional… in the beverage space
Snoop Dogg’s move into the functional beverage space stems from his passion for innovation and providing consumers with healthier drink alternatives. Always ahead of trends, he recognized the growing demand for beverages that offer both enjoyment and wellness benefits. This led to the creation of Iconic Tonics, his latest venture in partnership with Harmony Craft Beverages. Through this brand, Snoop introduced Herbaceé, a wine-inspired botanical drink, and Lift, a hemp-infused seltzer designed for relaxation and balance.
A longtime advocate for cannabis and alternative wellness products, Snoop has built an impressive portfolio in the cannabis beverage industry. With seven different brands under his belt, he is focused on offering diverse options for consumers looking to unwind in a more mindful way. His approach centers on giving people choices—whether they want to sip on a hemp-infused drink for calmness or enjoy a botanical blend that mimics the complexity of wine without the alcohol.
Snoop’s entry into the functional beverage market is more than just business—it reflects his mission to redefine social drinking experiences. By blending flavor, innovation, and wellness, he continues to shape the industry, proving that beverages can be both enjoyable and beneficial for everyday lifestyles.
Snoop Dogg Doubles Down on Functional Beverages
“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.”
Iconic Tonics combines Harmony Craft Beverages’ expertise in functional beverages, beverage innovation, brand development, marketing, and strategy with Snoop Dogg’s global influence and growing presence in the hemp-infused products categories, including his Death Row Records Do It Fluid and Dogg lbs Doggy Spritz brands.
A Powerhouse of Beverage Expertise
Led by a team of industry veterans, Iconic Tonics is not just another beverage company – it’s a consumer-first brand platform committed to delivering premium, better-for-you functional drinks that fit seamlessly into modern lifestyles.
In addition to Snoop Dogg’s hemp-derived THC-infused Do It Fluid and Doggy Spritz brands, the portfolio features award-winning brands including:
- Lifeblood by Love Yer Brain (co-created with Wayne Coyne of The Flaming Lips) – a mind-expanding line of elixirs
- Klaus – an expertly crafted line of infused mocktails by Master Mixologist, Warren Bobrow
- Malus – an elevated cider experience
- Herbaceé – sophisticated wine-inspired botanical-forward drinks
- Lift – hemp-infused seltzers designed for balance and relaxation
“We’re building a platform that’s bigger than any one brand,”
Evan Eneman
Co-Founder, CEO 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 develop and launch groundbreaking drinks, we’re setting the stage for the next evolution in beverages. We’re thrilled to have Snoop Dogg as an investor and partner. Snoop’s vision for the cannabis industry aligns perfectly with our mission to create positive change with our functional beverages.”
Scaling Nationwide with Strategic Retail & Distribution
Iconic Tonics brands are available through a growing distribution network of both online and in-store channels, including top national retailers like Total Wine & More, regional partners like Woodman’s Markets, and local commerce platforms like DoorDash.
“We’ve built a trusted relationship with the leadership team at Harmony Craft Beverages for years, and this partnership is a natural next step,” said Tiffany Chin, Head of Cannabis Operations at Snoop Dogg’s ventures. “With our consumer reach and distribution and their 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.”
The team plans to expand the portfolio’s national presence in the coming months, including availability on the Snoop Dogg lifestyle ecommerce platform, SWED.com, with activations and product launches in markets nationwide.
Visit drinkiconictonics.com to learn more
About Iconic Tonics
Iconic Tonics is a purpose-driven beverage platform dedicated to developing and scaling better-for-you beverages, powered by functional ingredients and consumer demand for healthier alternatives. The company owns and operates premium-quality beverage brands that blend function with flavor, offering non-alcoholic and functional options for modern consumers. For more information, visit drinkiconictonics.com.
