Willie Nelson Launches His Own Brand of Marijuana on 4/20

Willie Nelson - H 2015
AP Images

Willie Nelson - H 2015

Of course the legendary musician picks today to announce "Willie’s Reserve."

Are marijuana labels the latest celebrity-owned wine or liquor brand? Maybe not, but at least one legend is getting into the game that Snoop Dogg is part of. Willie Nelson announced April 20 (a celebratory day for stoners everywhere) that he’s launching Willie’s Reserve, a high-quality brand of marijuana, grown in Washington and Colorado.

The singer’s reasoning for starting his own label? “I feel like I bought so much, it’s time to start selling it back,” he told Rolling Stone. The 81-year-old has never been shy about his proclivity for the herb, notoriously getting arrested in 2010 aboard his tour bus in Texas for possession of six ounces, along with narcotic mushrooms.

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His entry into the cannabis market will include a menu, “just like in a restaurant because there’s so many different kinds of pot that do many different things,” he told Rolling Stone. “It’s a good idea to have everything labeled for what it does, what it won’t do [and] how powerful it is.” He’s apparently planning stores that will sell edibles as well.

In a statement, Nelson said this “is an extension of [my] passion and appreciation for the many varieties and range of the plant’s qualities.” Bottom line, as he told the music mag, “I will make sure it’s good or it won’t be on sale.” We would expect nothing less of the famous toker.