Entertainment icon and entrepreneur Snoop Dogg announced a strategic investment and partnership with Harmony Craft Beverages, Los Angeles, to launch Iconic Tonics, a premium functional beverage brand aimed at reshaping the category and redefining adult beverage alternatives.

As wellness and mindful drinking trends accelerate, Snoop and Iconic Tonics are poised to disrupt the space with a diverse portfolio of innovative brands designed to meet consumers where they are — whether at home, on the go, at entertainment venues, or at their favorite bars and restaurants, the company says.

“I’ve always been about innovation, and functional beverages are the next frontier,” Snoop Dogg said in a statement. “People want drinks that do more than just taste good — they want benefits, and they want choices. Harmony Craft Beverages has been pioneering this movement, and together now as Iconic Tonics, we're bringing something fresh to the table. This is more than a brand — it’s a lifestyle.”

Iconic Tonics combines Harmony Craft Beverages’ expertise in functional beverages, beverage innovation, brand development, marketing, and strategy with Snoop Dogg’s global influence and growing presence in the hemp-infused products categories, including his Death Row Records Do It Fluid and Dogg lbs Doggy Spritz brands.

In addition to Snoop Dogg’s hemp-derived THC-infused Do It Fluid and Doggy Spritz brands, Iconic Tonics’ portfolio features award-winning brands including:

•    Lifeblood by Love Yer Brain (co-created with Wayne Coyne of The Flaming Lips): a mind-expanding line of elixirs

•    Klaus: an expertly crafted line of infused mocktails by Master Mixologist Warren Bobrow

•    Malus: an elevated cider experience

•    Herbaceé: sophisticated wine-inspired botanical-forward drinks

•    Lift: hemp-infused seltzers designed for balance and relaxation

“We’re building a platform that’s bigger than any one brand,” said Evan Eneman, co-founder and CEO of Iconic Tonics, in a statement. “Consumers are moving beyond traditional alcohol and sugar-laden beverages ― they want function, flavor and experience. With Snoop’s cultural reach and our proven ability to develop and launch groundbreaking drinks, we’re setting the stage for the next evolution in beverages. We’re thrilled to have Snoop Dogg as an investor and partner. Snoop’s vision for the cannabis industry aligns perfectly with our mission to create positive change with our functional beverages.”

Iconic Tonics brands are available through a growing distribution network of both online and in-store channels, including top national retailers like Total Wine & More, regional partners like Woodman’s Markets, and local commerce platforms like DoorDash.

“We’ve built a trusted relationship with the leadership team at Harmony Craft Beverages for years, and this partnership is a natural next step,” said Tiffany Chin, head of cannabis operations at Snoop Dogg’s ventures, in a statement. “With our consumer reach and distribution and their expertise in functional beverages and commitment to quality, we’re poised for exceptional growth. Iconic Tonics will bring something truly special to consumers ― great-tasting drinks with real benefits.”

The team plans to expand the portfolio’s national presence in the coming months, including availability on the Snoop Dogg lifestyle ecommerce platform, SWED.com, with activations and product launches in markets nationwide, it notes.