Rapper and entrepreneur, Snoop Dogg, is expanding his business with a new line of premium coffee products and beans called INDOxyz, sourced locally from Indonesia on Tuesday.
Dogg partnered with Indonesian coffee entrepreneur, Michael Riady, to launch INDOxyz, after being inspired by the next generation of entrepreneurs and innovators.
“My relationship with coffee goes way back, the many long nights in the studio making hit after hit, coffee provided the fuel which kept us going,” said Dogg in a statement.
Indo, which is an abbreviation for Indonesia, is meant to change the coffee making industry, Dogg added.
Indonesia is known for being a top global producer of coffee, producing both Arabica and Robusta beans, Kopi Luwak and civet coffee, which is made of digested coffee berries from civet cats.
Dogg’s coffee beans are sourced from Gayo, a region in Aceh on the island of Sumatra, the region is known for producing high quality Arabica.
Snoop Dogg, besides releasing 19 albums and receiving multiple Grammy nominations, has expanded his business with pet accessories and Snoop Loopz, a gluten-free cereal.