CASE STUDY

Snoop Cali Wines

Tactic’s collaboration with 19 Crimes catapulted the "Living Wine Labels" into a new era, trading historical outlaws for contemporary icons. By pointing a smartphone at Snoop Cali or Martha Stewart bottles, millions of fans watched the labels spark to life with custom performances and playful banter.

The debut Snoop Cali Red experience alone garnered over 2.5 million activations, proving that rebellious storytelling thrives in a mobile-first format. This digital ecosystem has since expanded alongside a growing portfolio, including Cali Rosé and the 2026 limited-edition 2 of Amerikaz Most Wanted, and now features interactive highlights like the "Ask the Doggfather" AR experience.

The impact is record-breaking: Cali Red became the top-selling single wine in IRI’s New Product Pacesetter history, while Cali Rosé and Cali Gold secured #1 innovation spots in their respective years. It’s more than a drink; it’s a culture-defining AR phenomenon that puts a California icon front and center.