CASE STUDY

Snoop Cali Wines

Tactic’s work on the 19 Crimes Snoop Cali launches helped push the brand’s “Living Wine Labels” into a new phase centered on contemporary pop-culture icons rather than historical outlaws. With millions of views, the browser-based webAR experience invited consumers to point their phones at Snoop Cali and Martha Stewart bottles and watch the labels come to life through custom performances, personality-driven dialogue, and playful banter.

The first Snoop Cali Red webAR experience had more than 2.5 million activations after launch, underscoring how effectively the experience translated the brand’s rebellious storytelling into a mobile-first format.

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Since that initial rollout, the broader Cali by Snoop line has expanded to include Cali Rosé, Cali Gold, Cali Blanc, Cali Smooth, Cali Sweet, Cali Chill, Rose Gold, and, in 2026, the limited-edition 2 of Amerikaz Most Wanted release. The webAR ecosystem has grown alongside the portfolio, with 19 Crimes’ current AR hub featuring Snoop-related experiences including Cali Gold and Cali Blanc, while Treasury has also spotlighted its “Ask the Doggfather” QR-driven AR feature.

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The wine line has also earned notable recognition: Cali Red was named the #1 selling single wine in IRI’s New Product Pacesetter history, Cali Rosé was the #1 Wine Innovation of 2021, and Cali Gold was the #1 Sparkling Wine Innovation of 2022.