He has collaborated with everyone from Katy Perry to Willie Nelson, hosted potluck dinner parties with Martha Stewart, branded cannabis products, and backed a line of vegan pork rinds.

Now, Snoop Dogg is launching a new red wine with an Australian winery.

It’s the first California red wine for 19 Crimes, which takes it name from convicts-turned-colonists who developed Australia (and which has bragging rights for being the firrst winery to  use augmented reality on its labels).

Between 1788 and 1868, 165,000 British convicts found guilty of one or more of 19 specific offences—such as larceny (grand or petty), bigamy, stealing fish from a pond or river, or clandestine marriage—were punished not to death but by “transportation” to that new country. Those who survived the voyage at sea began building.

“Snoop Dogg, an entertainment and California icon, is the perfect partner for 19 Crimes Cali Red,” John Wardley, Treasury Wine Estates’ marketing vice-president, Americas, said in a release. “He embodies the true spirit of 19 Crimes: rule breaking, culture-creating and overcoming adversity. We are incredibly excited to partner with Snoop, and to be bringing this latest addition to the 19 Crimes family to Canada.”

19 Crimes Cali Red is a blend of 65 percent Petite Syrah, 30 percent Zinfandel, and five percent Merlot. Aged in American oak, it has dense notes of black and blue fruits. If you like Apothic Red, chances are you’ll like this label.

“I’ve been a fan of this wine, and I’m excited to unveil my ‘Cali Red’ and share the experience with all my fans,” Snoop Dogg said in a statement. “It’s one of the most successful brands in the market, so I’m more than eager to bring this collaboration to the world.”

19 Crimes Cali Red is $19.99. It's currently available in most parts of Canada and will launch in Ontario in early 2021.