The spirits industry just witnessed one of the most unexpected yet brilliant partnership announcements of 2025. Martha Stewart, the lifestyle authority who built an empire around sophisticated entertaining and culinary expertise, has officially joined forces with Dr. Dre and Snoop Dogg as the newest brand partner for Still G.I.N. By Dre and Snoop. This collaboration marks a fascinating convergence of hip-hop culture, premium spirits craftsmanship, and mainstream lifestyle branding that could reshape how celebrity partnerships evolve in the food and beverage industry.
A Natural Evolution of Friendship and Business
The partnership isn’t as surprising as it might initially seem. Stewart and Snoop Dogg have maintained what Stewart herself describes as an “unbreakable” friendship, collaborating on various projects over the years. Their authentic relationship provides the foundation for this spirits venture, demonstrating how genuine connections can translate into successful business partnerships in the food and beverage sector.
“I think gin has to have a superior flavor. It has to be smooth and not intrusive on your senses. STILL G.I.N. is so flavorful and so aromatic. It’s my go-to spirit now and I use it in cocktails where I might have used something else before. It’s just that versatile and good,” Stewart explained, highlighting what makes this partnership more than just a celebrity endorsement.
The Business Strategy Behind Celebrity Spirit Partnerships
For food and beverage directors and hospitality managers, this partnership represents a masterclass in strategic brand positioning. Still G.I.N. By Dre and Snoop launched in October 2024 as the duo’s second spirits venture, following their successful Gin & Juice By Dre and Snoop ready-to-drink cocktail line. By bringing Stewart into the fold, they’re expanding their market reach beyond their core demographic to include the sophisticated entertaining segment that Stewart dominates.
The 85-proof (42.5% ABV) ultra-premium gin is positioned at a $39.99 suggested retail price point, making it accessible while maintaining premium positioning. This pricing strategy, combined with Stewart’s entertaining expertise, creates opportunities for restaurant and bar programs looking to elevate their gin offerings with compelling storytelling and cocktail program development.
Understanding the Product: Craft Meets Celebrity
Still G.I.N. By Dre and Snoop distinguishes itself through its production methods and flavor profile. Distilled and bottled in the United States, the gin features notes of tangerine, jasmine, and coriander, creating what the brand describes as an “unforgettable aromatic finish.” For beverage directors evaluating premium gin options, these botanical notes suggest versatility in cocktail applications, from classic gin and tonics to more complex craft cocktails.
The gin’s clean, light profile and high mixability make it particularly attractive for restaurant beverage programs seeking spirits that can anchor multiple cocktail offerings while maintaining consistent quality and flavor profiles across different preparations.
Martha’s Mixology: The Water Melly Recipe Launch
Stewart’s first contribution to the brand showcases her approach to elevated cocktail creation. The Water Melly recipe combines fresh watermelon juice, Still G.I.N., lime juice, cucumber bitters, and cane syrup, demonstrating how premium spirits can be incorporated into seasonal, fresh cocktail programs that appeal to contemporary dining preferences.
For foodservice executives, this recipe development approach offers insights into how celebrity partnerships can generate content for seasonal menu development. The emphasis on fresh ingredients and sophisticated flavor combinations aligns with current food and beverage trends toward premium, artisanal offerings.
Market Implications for Food Service Industry
This partnership signals several important trends for hospitality professionals to consider:
Premium Positioning Through Authenticity: Rather than simply licensing their names, Dr. Dre and Snoop Dogg have maintained hands-on involvement in product development, with Stewart now adding her expertise to enhance the brand’s credibility in sophisticated entertaining contexts.
Cross-Demographic Appeal: The collaboration bridges hip-hop culture, mainstream lifestyle preferences, and premium spirits consumption, potentially expanding the gin’s appeal across diverse customer segments that restaurants and bars serve.
Content Marketing Opportunities: Stewart’s involvement promises a steady stream of recipe development, entertaining tips, and seasonal cocktail ideas that establishments can leverage for their own marketing and menu development efforts.
Distribution and Availability
Still G.I.N. By Dre and Snoop benefits from distribution through Southern Glazer’s Wine and Spirits, the largest beverage distributor in the United States. This partnership ensures broad availability for restaurants, bars, and hotels seeking to incorporate the spirit into their beverage programs. The national distribution network also provides procurement directors and institutional buyers with reliable access and support for volume purchasing decisions.
The Celebrity Spirits Market Context
The premium spirits market has seen numerous celebrity partnerships, but few combine the authentic relationships and diverse expertise represented by this collaboration. For beverage industry professionals, this partnership demonstrates how successful celebrity spirits ventures require more than name recognition: they need genuine product involvement, strategic market positioning, and authentic brand storytelling.
The addition of Stewart’s entertaining expertise and recipe development capabilities provides Still G.I.N. with content marketing advantages that many competing celebrity spirits lack. Her influence in the lifestyle and entertaining space offers restaurants and bars ready-made promotional content and seasonal programming ideas.
Looking Ahead: Implications for Food and Beverage Trends
This partnership reflects broader trends in the food and beverage industry toward authentic celebrity collaborations, premium spirit positioning, and the importance of storytelling in brand development. As hospitality professionals consider their beverage programming strategies for 2025 and beyond, partnerships like this demonstrate the value of spirits that come with built-in marketing stories, seasonal recipe development, and cross-demographic appeal.
The collaboration also highlights the growing importance of lifestyle positioning in premium spirits marketing. By combining Stewart’s entertaining expertise with the cultural credibility of Dr. Dre and Snoop Dogg, Still G.I.N. positions itself as both a quality spirit and a lifestyle choice, providing restaurants and bars with multiple angles for customer engagement and promotional opportunities.
For more insights into hospitality technology trends that can enhance beverage program management, check out our coverage of tech trends transforming the foodservice landscape. Additionally, restaurant owners looking to optimize their operations might benefit from understanding the hidden obstacles impeding restaurant and catering business growth.
The Martha Stewart, Dr. Dre, and Snoop Dogg partnership represents more than just another celebrity spirits venture: it’s a case study in authentic brand building, strategic market positioning, and the power of genuine relationships in business development. As the food and beverage industry continues to evolve, collaborations like this offer valuable insights into successful brand partnerships and premium product positioning.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
