Swansea City is preparing to launch a beer in partnership with Snoop Dogg, after the US rapper took a minority stake in the football club.
It has applied to register the trademark ‘Drop It Like Its Hops’ with the Intellectual Property Office, covering beers, non-alcoholic beers, as well as alcopops, wine and spirits.
The accompanying logo features the words ‘Drop It Like Its Hops’ in a thick-set font, alongside a paw print. The name is a pun on Snoop Dogg’s 2004 hit ‘Drop It Like It’s Hot’.
The Grocer has approached Swansea City Association Football Club for comment.
It would not be Snoop Dogg’s first foray into the world of booze. The rapper – real name Calvin Broadus – partnered with 19 Crimes in 2022 to create a range of co-branded wines called Cali by Snoop.
He also has an RTD cocktail brand and standalone gin with fellow rapper and producer Dr Dre called Gin & Juice and Still Gin, respectively.
Gin & Juice launched in the UK last July and takes its name from Snoop Dogg’s 1994 single produced by Dr Dre.
Both Gin & Juice and Still Gin were developed in partnership with premium pre-mixed cocktail supplier On The Rocks Cocktails. Still Gin landed in the UK this March.
Snoop Dogg was revealed as a new minority owner at Swansea City this week, appearing as a surprise model in the club’s new home kit launch for the upcoming season.
The 53-year old has followed AC Milan footballer Luka Modric in joining the Championship club’s ownership group.
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