Legendary country singer and marijuana enthusiast Willie Nelson will introduce his own brand of marijuana, “Willie’s Reserve,” in states where recreational use of the drug is legal.
The 81-year old Nelson will also open up a chain of retail stores to sell the drug, beginning with states that have already legalized it for recreational purposes, Nelson public relations man Michael Bowman told the Daily Beast.
“Willie has spent a lifetime in support of cannabis, both the industrial hemp side and the marijuana side,” Bowman told the Beast. “He wants it to be something that’s reflective of his passion. Ultimately [Willie’s Reserve] is his. But it was developed by his family, and their focus on environmental and social issues, and in particular this crazy war on drugs, and trying to be a bright light amongst this trail as we’re trying to extract ourselves from the goo of prohibition.”
Bowman also explained the concept of the chain stores that Nelson is planning to roll out along with the launch of the actual branded weed: “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.”
Bowman said that Nelson’s weed stores will also sell branded bongs, custom strains of marijuana, and other smoking paraphernalia.
When Bowman was asked which strain of marijuana was Nelson’s favorite, he demurred: “You know, I don’t know that! I know that he clearly has an opportunity to test a number of those, but I can’t tell you which ones are his favorites.”
Bowman could not immediately say when the first of Nelson’s stores would launch, but did say there would be “movement” in the next “calendar year.”