Snoop Dogg Launches Iconic Tonics, a Diverse Portfolio of Canned Drinks Aiming to Disrupt Functional Beverage Market

(Image: Iconic Tonics)

Musical artist and entrepreneur Snoop Dogg has announced a strategic investment and partnership with Harmony Craft Beverages to launch Iconic Tonics, a premium functional beverage company composed of several brands. The move positions Iconic Tonics as a key player in the rapidly growing functional beverage industry, projected to reach $200 billion globally by 2030.

Functional Beverages on the Rise

Consumer demand for healthier alternatives to traditional sodas and alcohol continues to fuel growth in the functional beverage market. With trends in mindful drinking and wellness accelerating, Iconic Tonics aims to deliver a range of drinks that provide both flavor and function, catering to consumers at home, on the go and in entertainment venues.

“I’ve always been about innovation, and functional beverages are the next frontier,” Snoop Dogg said in a news release. “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.”

According to the brand, Snoop Dogg and Iconic Tonics are “poised to disrupt” the functional beverage space with a “diverse portfolio of innovative brands.”

Iconic Tonics leverages Harmony Craft Beverages’ expertise in beverage innovation, marketing, and strategy alongside Snoop Dogg’s cultural influence and growing presence in hemp-infused products. The portfolio comprises:

• Lifeblood by Love Yer Brain – Created with Wayne Coyne of The Flaming Lips, a line of mind-expanding elixirs.
• Klaus – A collection of infused mocktails developed by mixologist Warren Bobrow.
• Malus – An elevated cider experience.
• Herbaceé – A collection of wine-inspired, botanical-forward beverages.
• Lift – Hemp-infused seltzers designed for balance and relaxation.

In addition, the lineup includes Snoop Dogg’s own hemp-derived THC brands, Death Row Records’ Do It Fluid and Dogg lbs Doggy Spritz.

Nationwide Expansion & Retail Growth

Iconic Tonics brands are already available through a nationwide distribution network, including Total Wine & More, Woodman’s Markets and online platforms like DoorDash. Plans are in place to expand availability, including on Snoop Dogg’s lifestyle e-commerce platform SWED.com.

“With Snoop’s cultural reach and our expertise in developing groundbreaking beverages, we’re setting the stage for the next evolution in drinks,” said Evan Eneman, Co-Founder and CEO of Iconic Tonics.

For more information, visit drinkiconictonics.com.