Snoop Dogg's Iconic Tonics announced the formation of its Advisory Board, assembling an experienced group of beverage industry leaders to help guide the company.
Iconic Tonics includes brands across functional categories including non-alcoholic, botanical, adaptogenic and cannabinoid-adjacent beverages. The Advisory Board has been formed to ensure the platform scales thoughtfully while protecting culture, quality, and compliance as the business grows.
"Our focus is on building this platform for longevity and scale," said Iconic Tonics CEO Evan Eneman in a statement. "That means learning from people who have navigated everything from early-stage brand building to global beverage operations. We build brands from the culture out, and having advisors who understand how to protect that culture while building real infrastructure is critical to how we grow."
Iconic Tonics' Advisory Board brings expertise across commercial strategy, sales and marketing, retail execution, distribution, M&A, and culturally resonant brand development. Together, they will help Iconic Tonics refine its go-to-market approach, strengthen strategic partnerships, and prepare for long-term growth across multiple functional beverage categories.
Advisory Board members include:
- Mark Federighi — A seasoned beverage industry executive with decades of leadership experience across Gallo, Diageo, PepsiCo, Stoli Group, and Palm Bay International, bringing deep expertise in commercial strategy, national distribution, and scaling premium beverage portfolios.
- Danny Saltzman — A veteran beverage operator and investor with leadership experience at Moët Hennessy, Diageo, Brown-Forman, Coors, and Breakthru Beverage, now advising and investing in high-growth consumer brands including The Long Drink, Archer Roose, TÖST, and Provi.
- Michelle Ivey — A proven brand builder who helped scale Ilegal Mezcal from early growth through its acquisition by Bacardi, with a track record of building culturally resonant premium brands across spirits, hospitality, and lifestyle.
- Ruchi Desai — A founder and venture leader who co-founded EIGHT Brewing Co. with Troy Aikman and now leads Rising Tide Ventures, bringing deep experience in zero-to-one brand building, consumer strategy, and disciplined growth in emerging beverage categories.
- Mike Percic — A former Target executive who helped build and scale the retailer's beverage and alcohol categories, bringing firsthand expertise in retail category strategy, merchandising, and national consumer demand signals.
