Longtime cannabis advocate and singer-songwriter Willie Nelson started his cannabis company, Willie’s Reserve, back in 2015. As cannabis reform continues to spread throughout the country, Nelson’s brand is also maintaining a steady upward trajectory; as of last week, Willie’s Reserve expanded to the eighth state to sell flower from the company.
On Oct. 25, Nelson debuted Willie’s Reserve in Michigan. Nelson, who is also the founder of Farm-Aid—centering a mission to help small family farmers—opted to use the brand launch to support local Michigan farmers. With plans to expand Willie’s Reserve in Michigan alongside Aardvark Industrees in Lansing, the company will source product from small, 500-plant cannabis farms in the state, Benzinga reports.
According to Hilary Dulany, an Aardvark Industrees partner, the model has two purposes: to help meet the expected demand of the product and to support small independent growers in Michigan.
“By working with smaller growers, we can ensure that the product we bring to market is truly Willie-worthy while being able to pivot with market demand,” Dulany said.
Among the growing list of celebrity cannabis brands, Nelson is one figure who has clearly stood firmly as a member of the cannabis community well before reform and legalization were even on the lips of legislators. In decades past, the musician has often attracted cannabis enthusiasts flocking to his shows, “their pockets stuffed with offerings from their home gardens and local communities,” according to the Willie’s Reserve site. The brand is simply part of his desire to return the favor.
“Willie Nelson has never made any bones about it. The cannabis culture is a way of life for him. And he has always operated under a simple philosophy: my stash is your stash,” the site continues.
The brand’s “Willie-Worthy” strains range from around 24-30% THC, with members of the Aardvark team boasting a variety of cannabis caregiver backgrounds applying their experience. The launch will include five different strains, with a little something for any kind of consumer.
“Like Willie’s music, there’s going to be strains to chill by and strains to make you get up and dance,” Dulany said.
Willie’s Reserve is the second celebrity cannabis brand Aardvark has collaborated with, as they currently grow for Cheech’s Stash (Cheech Marin’s brand). According to Dulany, she and her business partner, Chuck Senatore, have been active in Michigan and Oregon’s cannabis industries for 15 years, both in growing and retailing.
“We’re drawn to brands that are also pioneers and cannabis risk-takers. We want the brands we grow for and work with to be aligned with us personally and professionally,” Dulany said.
On the day of the launch, Willie’s Reserve’s official Facebook page celebrated the news and shouted out all of the individuals who helped with the launch and will continue to collaborate with the brand moving forward.
“HIGH FIVE,” the post begins, followed by a hand emoji, “to officially launching in Michigan today with [Aardvark Industrees]! It takes the whole collective team and the whole community working together to make these dreams a reality. Counting our blessings daily, putting egos aside, and never about highlighting one single [sic] who as it’s always about the collective WE in this big picture of life for ALL of US to thrive TOGETHER! Gratitude and love to ALL OF YOU!”
Among the many comments congratulating the team, a number also asked about the future—specifically where Willie’s Reserve may land next. In reply to commenters requesting the brand head to New Mexico and Oklahoma, the page said “working on it,” with a sunglasses emoji. Another comment said that consumers can expect the brand to be in a “few more” states “soon.”
The brand launch will have Willie’s Reserve available at a handful of Michigan retailers: Stone Depot, Jackson; Green Stem, Niles; Verts Neighborhood Dispensary, Traverse City; Mood Center Line, Center Line; Planet 420, Flint; Endo, Adrian; and all Puff locations Bay City, Traverse City, Hamtramck, Kalamazoo, Madison Heights, Monroe, Oscoda, River Rouge, Sturgis and Utica.
