In an unexpected turn of events, Snoop Dogg’s venture into the world of coffee has come to an abrupt end. Partnering with Indonesian businessman Michael Riady, the legendary hip-hop icon launched the premium coffee brand INDOxyz earlier this year. However, the rapper quietly stepped away from the project at the beginning of the summer, leaving many surprised by his sudden departure.
Snoop Dogg introduced INDOxyz to the world in March, promoting it as a premium coffee brand that offered trendy espresso martinis in a can. The name of the coffee was even inspired by a lyric from his iconic 1993 song, “Gin and Juice.” With a flashy campaign featuring Snoop as the face of the brand, he aimed to revolutionize the coffee industry by connecting his love for coffee to his successful music career.
Sadly, the initial excitement surrounding INDOxyz quickly fizzled out. Just two months after its launch, the company met its demise. Sources suggest that Snoop’s exit was prompted by allegations of mismanagement brought to light by the brand’s president, Elbert Song. Concerned about these alleged issues, Snoop involved his legal team to investigate the matter.
“It took 16 days to do their investigation… Snoop and his team left the company, dropping all ownership and stake in the company… and they did not offer a reason,” disclosed an unnamed source. With Snoop’s departure, Elbert Song also exited the company. Expressing disappointment, Song stated that while his journey with Snoop had been amazing, he is now looking forward to supporting a new venture called Flowin Coffee, founded by Tamie Tran.
While some speculate that the split between Snoop and Riady was due to alleged management issues, others claim it was a disagreement over marketing music. One source revealed that Riady has been telling people that Snoop left because they could not see eye-to-eye on how to incorporate music into their marketing strategy. However, both Riady and a representative for Snoop have chosen not to respond to these claims, leaving the true reasons for their split uncertain.
With Snoop’s departure, the question arises as to whether Riady will continue to operate the brand without him. As of now, it remains unclear whether INDOxyz will continue to exist or if Riady will decide to take a different direction with the company.
Snoop Dogg’s brief foray into the coffee business has undeniably ended on a disappointing note. Despite the initial excitement and promise, the partnership between Snoop and Riady has dissolved, leaving behind a failed coffee brand. It serves as a reminder that even with star power and flashy campaigns, success in the business world is never guaranteed.