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Celebrities Are Going Potty By Creating Their Own Cannabis Brands


These days, it seems like every celebrity has a side hustle – a product or line of products to enhance their brand beyond their normal revenue streams.

In the past, celebrities would dabble in food or clothes, but in recent years a sign of fame is having a personal brand of cannabis.

Mike Tyson, Martha Stewart, and Bella Thorne are just a few of the celebrities promoting their own cannabis brands, and there are many more trying to build cannabis-related businesses.

Heck, celebrities don’t even have to be alive. The estates of Jerry Garcia and George Harrison have both licensed cannabis products and accessories.

There’s even a delivery service in California called Camp Nova that specializes in celebrity and influencer pot brands.

Considering that 19 states and the District of Columbia have legalized recreational weed, while medical marijuana is legal in 37 states and DC, it’s a budding period of growth for celebrities looking to enter the sativa space.

“If anything, it helps a celebrity’s image to take part in an emerging industry with deep cultural ties,” Dan Wilson, eeditor of Visit Hollywoodweeda Californian cannabis news site, told HuffPost.

Wilson said musicians are the celebrity demographic most likely to benefit from a cannabis connection.”because weed and music have had a natural affinity for decades.

“Specifically, no genre of music has addressed weed more directly than hip-hop, and so we’re seeing a lot of rap people doing collaborations with weed brands in California. Fans love it, c is a perfect match.

“Celebrities who want to get into cannabis need to have a story about their relationship with weed.”

– Dan Wilson, Editor of Visit Hollyweed

Sports/Entertainment Agent Klint Briney also think retired professional athletes can benefit from a pot profile.

“I mean, who doesn’t know pain like, say, Peyton Manning or Serena Williams? Pain is the most important health issue and affects more Americans than diabetes, heart disease and cancer combined,” Briney told HuffPost.

Sydney Banta of cannabis marketing company Highopes thinks the growth of celebrity brands is likely to come from people in the culinary space.

“Edibles and beverages are categories that have only scratched the surface, and those categories have a vast untapped market,” Banta told HuffPost. “Not everyone smokes, but everyone eats and drinks. In other words, if Rachel Ray released a line of cannabis treats, I’d bet you’d discover a whole new pocket of curious cannabis consumers.

Comedian Cheech Marin is one celebrity enjoying the food-cannabis connection with Muncheechos, a restaurant concept devoted to stoner-centric cuisine, according to Food52.com.

But tailoring specific cannabis strains to match a celebrity’s public image is something that hasn’t been done much yet.

A writer from Pacific San Diego noted in 2020 that weed from Tyson Ranch, Mike Tyson’s former brand of cannabis, produced a high that made people talkative but lacked “oomph”.

Additionally, comedian Tommy Chong’s trademark high was more cerebral and not the “laughing weed” hoped for, the reporter said.

But Highopes creative director Patrick Toste said celebrity-inspired strains can be successful if done strategically.

“This approach ensures that the celebrity’s connection and partnership with the brand feels authentic to consumers rather than an attempt to grab cash,” he said. “Plus, it can be a great way to attract, capture, and further convert that celebrity’s fans and followers into cannabis brand customers.”

“If Rachel Ray released a line of cannabis treats, I’d bet you’d discover a whole new pocket of curious cannabis consumers.”

– Sydney Banta, HighHopes.co

However, Wilson said it’s “not practical to be so narrow that it only offers one ‘experience’ for your brand of weed.” He argued that it’s more common for a celebrity to make a curated collection of strains and tell customers, “I tried a bunch of strains and these were my favorites, these are the ones I love. and I think you’ll like it too.”

Still, he said a celebrity could take the approach of identifying with a certain strain if they were careful and intentional about it.

“For example, selecting strains based on an experience that matches their personality and then always offering the same strain,” he said. “They have to have a cohesive growth operation to do that.”

Carlos Dew of Los Angeles-based cannabis company superbad said that when his company teamed up with rapper Lil’ Kim on his new cannabis brand, Aphrodisiak, they worked on several strains – but the first, Hardcore, was was intentionally designed to reflect her sexy personality.

Pleasing the hip-hop legend had its challenges. Dew said they came up with five strains for Lil Kim to try before settling on Hardcore.

“No, she didn’t try them all at once,” Dew said. “You can not.”

Obviously, a cannabis connection can add to a celebrity’s bank account, but not every celebrity should go into the cannabis business expecting to make a lot of money, according to Wilson.

“Celebrities who want to get into cannabis have to have a story about their relationship with weed,” Wilson said. “Ideally, they’ve spoken openly about weed in the work/art they’re known for or advocated for legalization as a public figure. Without that connection, it just seems opportunistic.

This matches the view of former Disney Channel star Bella Thorne, who owns the Forbidden Flowers brand. She takes her role as a cannabis celebrity very seriously.

“Cannabis is very important to me and part of my lifestyle,” she told HuffPost in 2021. “It just took a long time to get it fully up and running because there’s a lot of I also had to do a lot of research on where I wanted to grow the cannabis, what taste I wanted the strands to have, what I wanted the brand to represent, and aesthetics.

Cheech Marin Muncheechos

https://muncheechos.com/

Comedian Cheech Marin has long been associated with marijuana humor. Now he’s tackling the marijuana hunger with Muncheechos, a chain of restaurants aimed at appealing to smokers.

Bella Thorne

ForbiddenFlowers.com

Former Disney Channel star Bella Thorne has her own brand of weed, Forbidden Flowers, and said she “had to do a lot of research about where I wanted to grow the cannabis, what taste I wanted the strands to have, what I wanted the brand to represent, and the aesthetic.

Mike Tyson Cannabis

Tyson20.com/

The former heavyweight champion became a force in the cannabis world with his Tyson 2.0 brand, which features ear-shaped gummies that have been chewed on, a reference to that time in 1997 when he bit the ear of Evander Holyfield during the WBA Heavyweight Championship.

Martha Stewart CBD

ShopCanopy.com

Martha Stewart apparently thinks CBD is a good thing because she has her own line of products.

Ricky Williams

Highsman.co/

Football player Ricky Williams may have retired from the NFL, but he’s referencing his former glory days with the name of his cannabis brand, “Highsman,” a pun on the Heisman Trophy that he won in 1998.

Cannabis and hemp products Willie Nelson

WilliesReserve.com/

If there was a Mount Rushmore of famous pot lovers, Willie Nelson (along with his wife Annie) would surely be up there. With two brands of cannabis, Willie’s Remedy and Willie’s Reserve, the Red Headed Stranger proves that his favorite color might just be green.

Travis Barker CBD

BarkerWellness.com

The Blink-182 and Kardashian-by-Marriage drummer also has a CBD line that focuses on pain and recovery.

Shavo Odadjian down system

https://22red.com/

System of a Down bassist Shavo Odadjian founded his own cannabis brand, 22Red, a name inspired by his interest in numerology, specifically the number 22.

Wiz Khalifa

KhalifaKush.com/

Rapper Wiz Khalifa’s career as a cannabis entrepreneur is flourishing through his personal brand, Khalifa Kush.

Soulja Boy

Grizzlypeak.com

Soulja Boy has his line of cannabis products, Soulja Exotics, and claims on his website to be the first rapper to grow marijuana in coir.

Estate Jerry Garcia

GarciaHandpicked.com/

What a long and strange journey it has been for cannabis smokers who, until recently, risked arrest for indulging. Times have changed so much that Grateful Dead guitarist Jerry Garcia’s family (including his daughter Trixie) has their own brand of pot: Garcia Handpicked.

B Real Cypress Hill

InsaneCannabis.com/

Cypress Hill member B Real has gone “Insane In The Membrane” as a cannabis entrepreneur. In addition to having its own line of products, Insane Cannabis, it also has its own dispensaries, Dr. Greenthumb.

George Harrison All things must weed collection

PapaGrass.com

In the 60s, George Harrison helped popularize pot as a member of the Beatles. Now his estate is promoting a line of CBD products called “All Things Must Grass,” a pun based on the title of his landmark solo album.

Cannabis drink Adam Devine

CannSocialTonics.com

Fab 5 Freddy

Joe SchildhornJoe Schildhorn/BFA.com for B-Noble.com/

Pioneering rapper and visual artist Fab 5 Freddy, right, is now expanding his cannabis entrepreneurial skills with his work with the B-Noble brand.

Brooke Shields CBD

Prospectfarms.com

Actress Brooke Shields has another job on the side: she’s chief brand officer and board director at Prospect Farms, a company that makes CBD tinctures.

Floyd Landis CBD Balms

floydsofleadville.com/

Former bicycle racing pro Floyd Landis has been disqualified for using performance-enhancing drugs. He now has his own CBD line that focuses on healing chronic pain.

CORRECTION: An earlier version of this story incorrectly attributed a quote to Sydney Banta due to miscommunication from a Highopes representative.




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