Country Singer Willie Nelson’s New Weed Brand Gets Private Equity Funding

Fortune

Country music legend Willie Nelson has teamed up with private equity investors looking to cash in on the latest celebrity-endorsed venture in the burgeoning marijuana industry.

New York-based private equity firm Tuatara Capital this week announced its partnership with Nelson, the 81-year-old musician known for songs such as “Always On My Mind” and “On the Road Again,” as well as his well-documented marijuana habit. The partnership will see Tuatara lead a group of investors financing the development of a legal recreational marijuana brand featuring Nelson’s name.

The “premium cannabis lifestyle brand,” called “Willie’s Reserve,” will market pot bearing Nelson’s name and image to recreational marijuana users in states where it is legal, starting with the states that currently have legal recreational pot markets: Colorado and Washington. Local businesses in those states will grow, distribute, and sell Willie’s Reserve-branded marijuana based on the brand’s own specifications and “quality standards,” according to…

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