Iconic comedy duo Cheech Marin and Tommy Chong are bringing their cannabis brand and products to Massachusetts through two different partnerships that will see the launch of a new line of THC seltzers as well as the opening of a new line of Cheech & Chong branded dispensaries throughout the state.
Through a partnership with Atlantic Beverage Distributors, Cheech & Chong are bringing their High & Dry Hemp THC seltzers to liquor stores throughout the greater Boston area. The seltzers contain zero calories and no alcohol, instead each beverage has 5mg of THC and helps Cheech & Chong bring a new, responsible way for consumers to access cannabis.
“We’re all about makin’ it simple for folks to get what they need, whether you’re in a dispensary or in the liquor store. It’s all about takin’ care of the community,” said Chong.
“This initial rollout in Boston has been incredible. And that all comes down to the team at Atlantic Beverage. They are the ‘Kings of Craft Beer in Boston’ for a reason. Looking at their history in the adult beverage space, there was no better partner. We’re proud to have them on board the Cheech & Chong team,” said Brandon Harshbarger, President, Cheech and Chong’s Global Holding Company.
In addition to the cannabis beverage product launch, Cheech & Chong also partnered with dispensary operator ToroVerde to launch Cheech & Chong’s Dispensorias, with three Happy Feelings stores rebranding to Cheech & Chong’s Dispensorias in Whately, Greenfield and Northampton. The new dispensaries are intended to “offer the experience of Cheech & Chong’s world” and features a lounge area, stage and art filling the store.
“When you think about it, there have been plenty of celebrity partnerships, but what I think has been missing are true icons,” said Jonathan Gonzalez, ToroVerde’s market manager, noting there have been high-profile cannabis partnerships in the past, such as with Snoop Dogg. “Cheech and Chong were before him and they are the true pioneers. It feels good to open something that is groundbreaking.”
The two were in Massachusetts for the ribbon cutting during the grand opening ceremony at the Whatley location where customers who spent over $100 were able to meet the two, and also made an appearance at Liquor Junction in Reading to support the launch of their seltzers.
“Legalization is great, but the industry lost some of the fun along the way. We wanted to bring back the fun and excitement and laughter with the Dispensorias,” said Marin. “We wanted to do it different than anyone else — almost like another ‘cannabis revolution.’ And we figured, what better place to start a revolution than Massachusetts?”
The iconic duo has continued to spread their cannabis brand and products following expansions into other states such as Mississippi and New Mexico through partnerships with Southern Sky Brands and Dreamz Dispensary, respectively. A partnership with Duluth-based Bent Paddle Brewing saw the launch of a line of Cheech & Chong non-alcoholic beverages in Minnesota, with each can containing 5mg of delta-9 THC.
The company formerly known as Eighth Icon Holdings rebranded to Cheech and Chong’s Cannabis Company in 2021. The company was already the producer of Tommy Chong’s Cannabis and Cheech’s Stash cannabis flower brands in California and the rebrand was initiated to develop better and more potent products. The brand had initially developed the idea for the Dispensoria in 2020.
“Our team is prepared for the challenge and committed to representing Cheech and Chong’s cannabis across the United States and around the world. This name change allows for clear representation of what our company is executing,” said CEO Jonathan Black.
