We can't think of many things that make for a bigger no-brainer: Willie Nelson loves weed. Weed is legal in several states. Ergo, Willie Nelson should have his own brand of weed. Hell, Willie Nelson should have his own chain of weed stores. This is America, damn it all. Well, it now appears as though such wonderful ideas have gone from mere pipe dream (yes, pun intended) to soon-to-be realities, but the bigger surprise is that they haven't already happened.
In a piece published today by The Daily Beast, the Texas country icon, who appears poised to move his long-running Fourth of July Picnic away from the Fort Worth Stockyards this summer, revealed plans to launch a weed brand known as -- what else? -- Willie's Reserve.
Texas is still a ways off from legalizing the sacred herb (don't worry, it'll happen), but a handful of states have long since started the inexorable march toward the drug's decriminalization. The first, Colorado and Washington, passed legalization bills all the way back in November 2012. That's almost two-and-a-half years. More than 28 months. Willie. Buddy. Where ya been?
That's a lot of time lost for potential enterprising. Then again, Nelson has made his fair share of hair-brained business moves over the years, so we can't blame him for plotting his moves carefully this time. This is one idea that deserves to be done right.
And it looks like Nelson is doing just that. The Daily Beast spoke with Michael Bowman, Willie's Reserve's PR person, who emphasized that Nelson doesn't take the matter lightly: "This is a culmination of Willie's vision, and his whole life," he says.
Bowman goes on to liken the Willie's Reserve business model to that of Whole Foods, with Nelson's own product sold alongside other, carefully selected distributors in his brick-and-mortar stores. "It'll all fall under that umbrella of 'here's our core beliefs, and here's our mission statement,'" Bowman explained. Which is to say, sustainably grown weed. "[There will be] a certain standard by which growers have to account for carbon and such, in a way that empowers small growers who are doing the right thing."
So what you're saying is we get to smoke Willie's favorite strain(s) of weed, buy it in a store, and know that it's sustainably grown? Sign us up, please. What wonderfully crazy times we live in. Now if only Texas would hurry up and let us join the party.
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