Willie’s Reserve

Willie's Reserve was founded in 2015 by legendary musician and cannabis activist Willie Nelson, marking a natural evolution from decades of advocacy for marijuana legalization. Born from Willie's philosophy that "my stash is your stash," the brand pays tribute to the tradition of sharing, caring and toking that defined his touring life.The company launched with ambitious plans to create chain stores across legalized states, initially targeting Colorado and Washington before expanding nationwide. Willie's Reserve is owned and operated by GCH Inc., a cannabis consumer products company founded with Willie Nelson to develop a portfolio of cannabis brands. Since inception, the company has raised $72.9M from investors including 51st Parallel Life Sciences, Hypur Ventures, Manifest Seven, and Tuatara Capital.In August 2019, Willie's Reserve partnered with Nathaniel Rateliff & The Night Sweats to produce a limited line of cannabis cartridges titled "Nightstache Collection", showcasing their commitment to music-cannabis collaborations. The brand has steadily expanded across multiple states, becoming one of the more enduring celebrity cannabis brands in an increasingly competitive market.

Willie's Reserve operates across multiple states including Colorado, Washington, Oregon, Nevada, and California, with recent expansions into Michigan and Arizona. The brand offers a comprehensive product portfolio featuring premium flower, pre-rolls, vape cartridges, and accessories, all celebrating Willie Nelson's cannabis culture legacy.The "Willie-Worthy" strains are notably potent, ranging from 24% to 30% THC, appealing to experienced consumers seeking high-quality effects. Top-performing products include GMO x Blueberry flower, Lilac Diesel, and Purple Dreamz, alongside popular pre-roll offerings like Flame Banger and Purple Churro 2-packs.Staying true to Willie's agricultural roots through his Farm Aid advocacy, Willie's Reserve works with small, independent growers in each state. In California, they partner with Flow Kana's network of heritage farms in Humboldt and Mendocino Counties, focusing on sustainable, sungrown cannabis. The brand also features Willie's Remedy, offering CBD-infused products including coffees, teas, tinctures, smokes, and vapes crafted with organically grown American hemp.

Willie's Reserve operates under Willie Nelson's simple philosophy: "my stash is your stash," paying tribute to the tradition of sharing, caring and toking. The brand's core mission centers on celebrating cannabis culture while supporting the small farming communities that Willie Nelson has championed throughout his career.Throughout his career, Nelson has served as the face of responsible marijuana use and has never wavered from his mission to build fair and profitable business with a positive impact on cannabis culture. This commitment extends to supporting small independent growers in each state, reflecting Willie's Farm Aid values and dedication to agricultural communities.The brand embraces California values and sustainable practices, prioritizing quality, authenticity, and community over mass-market approaches. Willie's Reserve aims to normalize cannabis while maintaining the craft tradition and cultural heritage that Willie Nelson has embodied for decades.