Rapper Snoop Dogg backs cachaça brand

US rapper Snoop Dogg has stepped further into the drinks industry by partnering with Cuca Fresca – a premium artisanal Brazilian cachaça.

“Cuca Fresca” is a common Brazilian expression that means to “have a chill vibe”.

Joining the company as both an ambassador and shareholder, Snoop Dogg is said to be “determined to instil his keen sense for business and a knack for identifying consumer trends” to make Cuca Fresca and Cachaça a “household name”.

Snoop’s venture follows in the footsteps of fellow rappers P. Diddy and Ludacris who have had success with their own spirits brands; Ciroc and Conjure Cognac.

“I’m excited to partner with the good people at Cuca Fresca,” said Snoop Dogg. “I have mad love for the Brazilian people and culture, and look forward to spreading the word about cachaça and the cool vibes of the country to the US.”

Founded in 2006, Cuca Fresca claims to be the first and only line of premium, artisanal cachaças to have a ready-to-drink Caipirinha cocktail on the market, and will be launched in the US by the New York-based Spirits Consulting Group.

Cuca Fresca CEO, Phoenix Kelly-Rappa, said: “Snoop’s reputation for being on the cutting edge of what is cool combined with his dedicated fan base will help create world-wide brand awareness for Cuca Fresca. “We are thrilled to be entering into this unprecedented partnership and can’t wait to make Cuca Fresca, and cachaça, a household name.”

Cachaça is a distilled spirit made from sugarcane juice most famously used to make the caipirinha cocktail.