Legendary singer-songwriter Willie Nelson is infamous for his cannabis-smoking, marijuana-loving persona that has earned him a legion of dedicated, lifelong fans. Now, he’s taking his image a step further with plans to start a cannabis brand called Willie’s Reserve.
According to reports, the 81-year old entertainer will not only begin offering the public signature strains, he also has plans to open dispensaries around the country in states where adult-use cannabis is legal. He’ll also be offering distribution opportunities for cultivators who meet a set of standards that account for carbon footprint and other environmental aspects. He wants to employ small, artisinal farmers under a system referred to as the “Anti-Walmart model.”
Michael Bowman, the PR for the cannabis brand, explained, “It will be like when you walk into a Whole Foods store. Whole Foods has their 365 brand, or you can buy Stony Brook, or you can buy Horizon… It’ll all fall under that umbrella of ‘here’s our core beliefs, and here’s our mission statement,’ and they will be a part of that, to be a part of us.”
Retail locations may open as early as next year. More information will likely emerge as details are figured out. One thing is for sure, the brand will definitely be a reflection of the celebrated country musician.
“This is a culmination of Willie’s vision, and his whole life,” Bowman said. “I’m not sure any of us could have predicted how fast the dominoes would start falling once they started falling (as far as legalization).”
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