AIR Partners with Snoop Dogg to Launch Exclusive Al Fakher Hookah Flavors
TL;DR
AIR Limited's partnership with Snoop Dogg gives Al Fakher a competitive edge by leveraging celebrity influence to attract new customers in the growing hookah market.
AIR's new Al Fakher flavors utilize premium ingredients and science-backed safety research, with specific launch dates and distribution channels detailed for international markets.
This collaboration between AIR and Snoop Dogg enhances global hookah culture by creating memorable social experiences that bring people together across different communities.
Snoop Dogg brings his signature laid-back style to five new Al Fakher hookah flavors including Cloud 92 and Dogg's Delight for a unique sensory experience.
AIR Limited, the global leader in hookah and pioneer in advanced inhalation technologies, has announced a transformative collaboration with legendary rapper and entrepreneur Snoop Dogg. The partnership will see AIR's world-leading hookah brand, Al Fakher, introduce a premium collection of exclusive hookah flavors that fuse Snoop Dogg's signature laid-back lifestyle with Al Fakher's commitment to impeccable quality.
Effective November 3, 2025, five new flavors will become available internationally: "Cloud 92," "Dogg's Delight," "Midnight Blues," "Tha G'z Mix" and "Money Honey." These flavors will be available for purchase at hookah.com, while "Cloud 92," "Dogg's Delight" and "Purple Passion" will be available in Germany at shisha-world.com. The new imaginative flavors utilize premium ingredients and science-backed safety research to offer a dynamic experience for hookah enthusiasts worldwide.
This collaboration represents a significant moment in the evolution of hookah culture, bringing together the craftsmanship and heritage of Al Fakher with the cultural influence and creativity of Snoop Dogg. Snoop Dogg commented on the partnership, stating, "When a hookah gets lit, you already know you're surrounded by good friends and about to have a good time. Teaming up with Al Fakher means we're bringing that same energy to people everywhere – it's all about flavor, culture, and creating moments you don't forget."
The strategic importance of this partnership extends beyond product development. Stuart Brazier, CEO of AIR, emphasized the company's position in the growing hookah market, noting, "As hookah consumption continues to grow as a global lifestyle trend, particularly in the United States, AIR stands out as the category leader in premium flavored hookah products, innovative technology and scientifically backed devices. As we evolve into a true lifestyle brand, we're proud to partner with Snoop, a cultural icon, whose vision and influence align perfectly with our mission."
This announcement comes amid significant investment in product innovation by AIR, which has committed more than $115 million into new product development since 2019. The company maintains over 100 active and pending patents across 18 patent families, demonstrating its commitment to scientific advancement in the hookah industry. Al Fakher's market dominance is substantial, being larger than the next four competitors combined with an estimated 14 million global users.
The partnership's implications for the hookah industry are substantial, potentially accelerating the mainstream acceptance of hookah culture while maintaining premium quality standards. By combining cultural relevance with scientific innovation, AIR aims to elevate the profile of hookah culture globally while addressing consumer demand for sophisticated, safe products. The collaboration also highlights AIR's broader product portfolio, which includes OOKA, a highly innovative, pod-based, charcoal-free electronic hookah device that removes barriers to traditional hookah usage.
Curated from citybiz