'Indulge with confidence,' says Willie Nelson of his new Reserve marijuana brand

‘Indulge with confidence,’ says Willie Nelson of his new Reserve marijuana brand

(Gerald Herbert / Associated Press)

By Randall Roberts

July 21, 2016 10:45 AM PT

Country music icon Willie Nelson, long an advocate of marijuana legalization, is putting his money where his mouth (and joint) is by launching Willie’s Reserve, a new marijuana brand to be introduced in Washington and Colorado over the next few months.

The writer of such classics as “Crazy,” “Always On My Mind” and “Roll Me Up and Smoke Me When I Die” is following the lead of rappers including Wiz Khalifa, Snoop Dogg and Freddie Gibbs, all of whom have entered the weed game with personalized strains.

I’ve smoked enough and I want to give back.”

— Willie Nelson

Nelson, however, is taking the idea further; his brand won’t be restricted to a particular varietal. Rather, the Reserve brand will offer a number of different strains.

“I’ve smoked enough and I want to give back,” said Nelson in a press release.

Country music’s most outspoken stoner promises a premium cannabis brand that’s “top-grade, meticulously grown and beautifully packaged.” To ensure a quality product, he’s consulted with horticulturalists and cannabis farmers so that, in the wording of the release, “consumers will be able to indulge with confidence, savoring each puff while knowing they’re partaking in an age-old ritual that has bonded marijuana-lovers together since the first dried leaves were touched with flame.” (Whoa.)

The announcement comes as California heads toward a November election that includes a ballot measure that would legalize the recreational use of marijuana. Currently the state requires a doctor’s evaluation and prescription before a resident can purchase marijuana products.

After rolling out the brand in Colorado and Washington, Nelson’s company plans on expanding as states legalize recreational use of the drug.

Except it’s not a drug, said Nelson. “I think people need to be educated to the fact that marijuana is not a drug. Marijuana is an herb and a flower.” (Whoa.)

There’s a lot of terrible music out there. For tips on the stuff that’s not, follow Randall Roberts on Twitter: @liledit

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