Snoop Dogg toasts Tupac with tribute wine marking 30 years of ‘2 of Amerikaz Most Wanted’

Snoop Dogg is raising a glass to Tupac Shakur with the launch of a limited-edition wine marking 30 years since the release of their iconic track ‘2 of Amerikaz Most Wanted’.

The wine, titled Kingz of Cali, forms the centrepiece of a new global campaign from Treasury Wine Estates’ in-house creative agency Splash, which developed the project from strategy and design through to production and rollout.

Launching across the US on 10 March and in Australia on 11 March, the campaign spans out-of-home, social media, film and augmented reality.

At the heart of the work sits a 90-second film featuring Snoop Dogg in Los Angeles, reflecting on his friendship and creative partnership with Tupac while revisiting archival footage from the 1996 music video shoot for ‘2 of Amerikaz Most Wanted’.

The film closes with Snoop pouring a drink out for Tupac, a symbolic tribute he plans to extend across social media, inviting fans to do the same.

“It’s hard to believe it’s been 30 years since Pac and I got together to make ‘2 of Amerikaz Most Wanted.’ Nobody did it like us, and I can’t think of a better way to honor his legacy than with a drink,” Snoop Dogg said.

“This wine is perfect for celebrating with loved ones, and I’m looking forward to the people pourin’ a little out with me for my friend.”

The wine forms part of the Cali by Snoop portfolio, a range designed to blend wine culture with music and pop culture collaborations. The product carries different names across regions, releasing as 2 of Amerikaz Most Wanted in the US and Kingz of Cali in Australia.

TWE senior vice president of brand, innovation and partnerships John Wardley said the project brought together two of hip hop’s most influential figures.

“It’s been an absolute privilege to work with Snoop Dogg and the Tupac Estate to develop a wine celebrating this historic collaboration, and worthy of two of Hip Hop’s greatest icons,” Wardley said.

“The ‘Cali by Snoop’ range has always pushed the boundaries of traditional wine culture. We are proud to honor Tupac and Snoop's legacy with a truly unique wine.”

The campaign marks a milestone for Splash, TWE’s Melbourne-based in-house creative agency, which led the project globally.

“This campaign represents a step change for Splash,” Elsa Beaumont, director of Splash, said. “As our first global launch, we owned every aspect - from strategy through to creative, production and label design - bringing creativity closer to the business than ever before. We’re incredibly proud of the result.”

Creative director Phil van Bruchem said the team deliberately moved away from Snoop Dogg’s larger-than-life persona to capture a more reflective tone.

“This campaign presents a more intimate, reflective side of Snoop, trading swagger for vulnerability as he revisits memories of his close friend and collaborator,” van Bruchem said.

“Authenticity guided every decision and detail - from label design and scripting through to styling and music composition.”

Produced with creative studio Guilty and directed by Christopher Tovo, the film aims to connect the legacy of the 1996 track with Snoop Dogg’s present-day influence.