“I’m just giving people what they want. We’re giving them choices, somethin’ real, somethin’ that vibes with their lifestyle. It’s about creating that alternative, that go-to, for every occasion. Cannabis has been a part of our culture forever. Cannabis, these drinks, it’s all about wellness, about living your best life,” Snoop Dogg says in an exclusive interview. When he talks, he still lands his message like a direct hit on the zeitgeist, with candid words rooted in decades of cultural sway.
Earlier this year, the rap legend stepped into new territory once again. This time, it’s not music or film, but a full-on dive into functional beverages with Iconic Tonics, a portfolio of seven hemp- and cannabis-infused brands. Think of it like a supergroup album: each drink is a soloist with its own flavor, personality and vibe.
Functional Beverages On the Rise
The timing could not be sharper. Analysts value the U.S. functional beverage market at around $50 billion, with projections climbing toward $62 billion by 2027. Globally, the category already surpasses $220 billion as health-conscious consumers shift away from sugar-heavy sodas and high-proof booze.
Cannabis beverages are one of the fastest-rising segments in this mix. Forecasts suggest the global cannabis drinks market could rocket from $2 billion in 2023 to more than $117 billion by 2032, with U.S. sales alone topping $80 billion. For Snoop, it is about catching that wave early and making sure it rides in style.
Gen Z is already leading the shift, drinking 20% less alcohol than Millennials did at the same age. The result has been a surge in non-alcoholic sparkling waters, adaptogenic tonics and hemp-based seltzers. Iconic Tonics fits right into that landscape.
Behind the Brand
At the center of the project is Evan Eneman, co-founder and CEO of Iconic Tonics. His history with Snoop goes …
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Author: Javier Hasse / High Times
