Cali Cocktails

Denomination has partnered with 19 Crimes for more than a decade, shaping one of the world’s most disruptive wine brands. When Treasury Collective sought to leverage the success of the 19 Crimes Snoop Cali portfolio by simultaneously entering (and leading) a rapidly accelerating RTD category, the opportunity was clear: create a design that captured Snoop’s laid-back, slightly rebellious, unmistakably authentic energy, while speaking directly to a younger, social, fun-first consumer. In an increasingly crowded RTD space, the vibes needed to be high. The design needed to be fly.

Inspired by Snoop’s iconic Super Bowl halftime look, Denomination crafted a bespoke illustration as the hero of the can: it was instantly recognisable, unmistakably Snoop, and full of attitude. His signature sits proudly on the can face as a bold endorsement, while the CALI COCKTAILS brand font is derived from the Blackwatch type seen across Snoop’s own album covers, pulling the design closer into his visual universe.

The four-pack cartons deliver their own nod to Snoop’s hometown of Long Beach, with a playful “a toast to the coast” message along the side. Bright, sun-drenched colours and a vibrant coastal palette channel the West Coast lifestyle; warm, effortless, and built for sharing.

The result is an RTD range that feels at home in Snoop’s world and in the hands of the next-generation consumer: bold, confident, culturally fluent, and ready to lead the category.