Snoop Cali Red marks a new chapter for 19 Crimes as its first Californian wine. In recognition of this new approach for the brand, Tactic delivered a unique augmented reality (AR) experience rich with the same spirit of rule breaking, culture creating, and perseverance that inspired 19 Crimes’ original cast of rebellious heroes.

However, instead of featuring infamous historical outlaws, each new bottle is backed by Snoop’s empowering words, delivered straight from the icon himself. Users can download the “Living Wine Labels” app, hold their mobile devices over the Snoop Cali Red label and be greeted by Snoop Dogg, giving words of wisdom, affirmations and doses of his characteristically unmatched swagger.