Snoop’s approach connects with a broader cultural shift. Gen Z, for example, is drinking 20% less alcohol than Millennials did at the same age, signaling a major change in consumer habits. Studies point to a huge drop in annual expenditure on booze once you compare Millennials and Gen X to these digital-age trendsetters. And brands have responded by crafting new lines of non-alcoholic sparkling waters, adaptogenic drinks and hemp-based seltzers. That’s precisely where Iconic Tonics steps in.

Behind Iconic Tonics: The Who’s Who Of A New(ish) Partnership

Behind the scenes stands Evan Eneman, co-founder and CEO of Iconic Tonics. He’s no stranger to the hustle. “I first started working with Snoop when I moved to Los Angeles over 15 years ago. It was originally through music,” he reveals. “He’s always been very cinematic and a visionary and we found alignment to bring that to life for him.” From those roots, their collaboration grew, weaving through cannabis entrepreneurship and eventually crystallizing in a portfolio of non-alcoholic and functional beverages.

Before cofounding Iconic Tonics, Eneman helped conceptualize and launch Snoop’s venture capital firm, Casa Verde Capital, between 2012 and 2014. He parted ways with that venture in 2018 to focus on emerging opportunities in non-alcoholic and functional drinks—an area he felt was ripe for innovation. Meanwhile, colleagues like Tiffany Chin steadily grew Snoop’s cannabis presence behind the scenes, paving the way for conversations in late 2023 that led to a combined portfolio under Iconic Tonics. “We’ve been grinding for six years in an ever-changing landscape,” Eneman says. “We believe in craft, we believe in building a purposeful foundation first, and we want to uplift and inspire people with healthier options.” That ethos aligns with their larger vision of “less repercussions from substances,” fostering positive, empathetic change through mindful consumption.

Eneman brings a history of building cannabis ventures, including stints shaping and launching major projects. With Harmony Craft Beverages—a platform backing multiple brands—he wants to meet shifting consumer tastes. “We care more about the success of the category than we do about any single brand,” he says, displaying a focus on quality over flash. Over time, he noticed how some consumers crave a sipping experience that goes beyond standard cocktails or sugary sodas. Some want a mind-expanding elixir, others a mellow seltzer. Some like cider. Others crave a sophisticated, booze-free mocktail. The Iconic Tonics lineup speaks to each of these cravings under one roof.

This strategy also aligns with Snoop’s belief in delivering experiences that fit “every occasion,” as he calls it. By investing in multiple brands rather than just one, he’s betting on a broad consumer shift. He sees cannabis beverages as the next wave of mainstream acceptance, especially if they show up where people already eat, drink and socialize. Data from the cannabis beverage sector supports this view. Though it remains a smaller slice of the overall cannabis market, projections run in the billions for the coming decade. Retailers like Total Wine & More and services like DoorDash (which explained its cannabis and hemp strategy in this article) have started stocking or delivering these products, nudging them closer to the beverage aisle in everyday life.

Snoop’s cultural weight accelerates that push. Other celebrities—Seth Rogen, Gwyneth Paltrow, Big Freedia—have dipped into this space, adding star power to the growing appetite for functional THC-laced drinks. Yet Snoop’s presence stands out, partly because of how he’s bundling a constellation of brands, each one curated to a distinct palate.

Over at Iconic Tonics, there’s everything from Klaus, a craft mocktail line guided by mixologist Warren Bobrow, to Herbacée, a wine-inspired creation from sommelier Jamie Evans and entrepeneur Cynthia Salarizadeh. There’s a cider called Malus by a master brewer; Lifeblood by Love Yer Brain, imagined with Wayne Coyne from the Flaming Lips; and Lift, hemp-infused seltzers “designed for balance and relaxation.” It’s a lineup that feels like a festival bill, each act set to perform for a specific audience.

On top of that, Snoop’s hemp-derived, THC-infused brands—Do It Fluid and Dogg lbs Doggy Spritz—sit snugly in the portfolio. They blend the iconic rapper’s name recognition with the expertise of Harmony Craft Beverages. The synergy underscores what Eneman calls “game recognizes game.” They believe that well-crafted beverages, approachable distribution and star power can shift how people view the act of unwinding with a drink. This approach taps directly into the mainstream acceptance they’re aiming for, a realm where cannabis-infused drinks might soon be as ubiquitous as a classic beer on tap.

‘A Chill Cruise, Not A High-Speed Chase’

Snoop’s vision spins off in a bold direction: covering every angle of cannabis culture from snacks to newly minted drink lines. He elaborates in the interview, without skipping a beat: “We went from rollin’ up joints, to munchin’ on them edibles, now we sippin’ on infused drinks. Why? We giving people options for every occasion. Most people can’t smoke everywhere, and edibles do what they do. But drinks? You sip, you feel it, nice and easy. You can pace yourself, keep it mellow, keep it smooth. It’s like a chill cruise, not a high-speed chase. Plus, it’s discreet and you can mix it up with all kinds of flavors. Iconic Tonics, that’s the next wave, believe that.”

While the rap icon stands in the spotlight, Eneman highlights the strategy behind acquiring multiple brands at once. “A single brand can’t capture the full range of consumer preferences,” he explains, noting that each line caters to a different taste or occasion.

This unified “portfolio approach,” Eneman reiterates, resonates with shifting consumer habits. He also underscores that traction depends on collective change, not just one standout product. “Growth doesn’t come from a single brand’s massive marketing push; it depends on the collective shift in how consumers frame ‘social drinking.’” Snoop’s endorsement propels that momentum, convincing fence-sitters to nsider hemp-derived THC beverages as an easy, mellow alternative to smoking or stronger edibles.

In practical terms, sipping a beverage often feels more social than lighting up, and with so many flavors and dosages on offer, consumers can tailor the experience to their comfort level. As Snoop’s cultural sway meets Eneman’s portfolio logic, Iconic Tonics hopes to redefine what it means to kick back with a drink.

The market will decide how quickly these beverages become as common as craft beers or seltzers. Still, Snoop’s big bet—swinging the gate wide open rather than creeping through—signals that functional cannabis drinks are no passing fad. They’re carving out real space in bars, events and home fridges everywhere, ushering in a new era of mindful, flavorful and decidedly modern ways to unwind.