Eminem, LeBron James, Shaq Turn Up for Dr. Dre and Snoop Dogg’s Gin & Juice Canned Cocktail Launch in the UK

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Toasting the debut of their Gin & Juice pre-mixed cocktail brand across the pond, West Coast rap icons Dr. Dre and Snoop Dogg threw a celebratory bash in the heart of London brimming with celebrities from all walks of life. On Thursday night, guests congregated at Flipper's Roller Boogie Palace to watch the duo perform iconic tracks like "The Next Episode,” “Drop It Like It’s Hot” and “Nuthin’ But a 'G' Thang." The event — hosted by an oddball pairing of Shaquille O’Neal and up-and-coming British musical artist Yungblud — was stacked to the brim with recognizable faces. According to the brand, LeBron James, Anthony Davis, Anya Taylor-Joy, Jeremy Renner, Rich Paul, Idris Elba, Offset, Charlotte Tilbury, Jude Bellingham, Brian Grazer and more were all spotted mingling in the crowd. Hip-hop history came full circle when Eminem was brought on stage as the surprise guest of the night. Hot off the release of his chart-topping "The Death of Slim Shady" album, the Detroit legend played a few recent singles before paying tribute to his shared legacy with mentor Dr. Dre. Fans jostled for better angles as the two performed "Forgot About Dre," the artists' definitive joint track. The concert marks the first time that Eminem, Snoop Dogg and Dr. Dre have performed on the same stage since the Super Bowl LVI halftime show. [caption id="attachment_77485" align="aligncenter" width="600"]Image may be NSFW.
Clik here to view. (Photo: Gin & Juice/James Bridle)[/caption] Behind the scenes, the spirit of collaboration is alive and well within the cocktails themselves. First unveiled in February, Gin & Juice takes inspiration from Dr. Dre and Snoop Dogg's hit 1994 song of the same name. Available in Apricot, Citrus, Melon and Passionfruit flavors, each can features a brightly-colored rendition of the Cadillac Lowriders seen in the original song’s music video. Trademark filings suggest that a "Vodka & Juice by Dre and Snoop" may soon be on the way, though an official announcement has yet to be made.

"Together, we always try to create magic, we're having fun being creative, and everything about this product is really us," Dr. Dre said in a February news release. "There's passion behind it, and friendship and love and a culture. We're shooting to make everything we do magnificent, and fortunately, most of the time we hit the target."

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Clik here to view. NBA stars Anthony Davis, LeBron James and Bam Adebayo are seen backstage. (Photo: Gin & Juice/Kevin Mazur)[/caption] While the 2010s facilitated the rise of hard seltzers like White Claw and Truly, the 2020s have so far been defined by a tidal wave of spirits-based pre-mixed cocktails descending upon liquor store shelves. Within this new generation of products, however, the vast majority opt to use either vodka or tequila. Amid a crowd of canned margaritas, Moscow mules and espresso martinis, a small handful of outliers are beginning to pick up traction with adventurous consumers. Miles Teller's The Finnish Long Drink has proven that the concept works just as well, if not better, with the addition of gin. Clocking in as the fourth most popular RTD brand in the U.S., the brand recently garnered a high-profile investment from Marcy Venture Partners, the capital firm founded by Jay-Z and RocNation CEO Jay Brown. With time, effort and plenty more celebratory concerts, Snoop and Dr. Dre may soon be able to catapult their venture to the same heights. For more information, check out the Gin & Juice website here. [newsletter-promo]