Willie Nelson’s new marijuana brand will be known as Willie’s Reserve.
Staff Writer- Austin Business Journal
Willie Nelson is looking to become the commercial face of marijuana in much the same way Michael Jordan was the first iconic pitchman for basketball sneakers.
That’s part of the goal of Willie’s Reserve, the new brand of weed and related accessories and retail stores. The Daily Beast talked to Michael Bowman, the PR rep behind the brand, which will start off doing business in states and territories where marijuana is legal and presumably expand as weed laws change across the country.
Bowman said the retail outlets will act like the Whole Foods Market Inc. of marijuana, selling Nelson’s formulated brands and varieties of marijuana along with others that fit with his philosophy and quality criteria. The stores are expected to start popping up in the next calendar year, though Bowman didn’t disclose how many are expected at launch.
While Nelson and other supporters of marijuana legalization expect the entire country to eventually relax their laws, Texas legislators are still taking a hard line on the prospect of medical marijuana, to say nothing of full adult legalization.
Chad Swiatecki covers Austin’s creative industries, health care and education.
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