Adult beverage consumers can now party like Willie Nelson.
The country music star and his wellness enterprise partner Long Play, Inc. have partnered with California-based bev-alc maker JuneShine Brands to launch Willie’s Remedy+, a non-alcoholic (NA), intoxicating hemp-based “social tonic.”
Willie’s Remedy+ is available now in 750 ml bottles shipped direct-to-consumer in 35 states, priced at $69.99. Each bottle contains about 17 servings (1.75 oz. per serving), with 5mg of THC, 2mg of CBD, 2mg of CBG (a non-psychoactive cannabinoid) and 200mg of L-Theanine per serving.
The low-dose offering is meant to be “fast-acting,” with effects felt between 15 and 30 minutes, and “short-lastng,” between 60 and 90 minutes – unlike “that feared edible you ate too much of in college,” according to the release.
“Whether you’re looking for a euphoric social tonic, a relaxing moment at home, or a calming daily plant-powered ritual, Willie’s Remedy+ offers a safe and customizable way to enjoy cannabis,” the company wrote in the announcement. “Perfect for first-timers, canna-curious adventurers, or seasoned cannabis enthusiasts, our drinks let you craft your journey one sip at a time.”
Willie’s Remedy+ recommends four different ways to consume the product: “Shoot it as a shot, sip it over ice, mix it into a delicious craft mocktail, or dose your favorite NA beverage like a sparkling water or soda,” JuneShine co-founder and chief creative officer Forrest Dein told Brewbound, via email.
“It’s very versatile,” Dein wrote. “It does taste delicious straight over ice or as a quick shot but many people like to draw out the drinking experience by mixing it with sparkling water, etc.”
Willie’s Remedy+ is its own business entity, with JuneShine providing “sales, marketing and distribution services,” Dein told Brewbound.
The Willie’s Remedy+ lineup will expand this spring with 10mg/serving bottles and a line of 5mg and 10mg THC-infused seltzers, available in 12 oz. can 4-packs. The line extension will coincide with the brands push into retail in May in five states: Texas, Tennessee, Georgia, Alabama and Florida.
Additionally, the company plans to round out its lineup in the fall with 2 oz. shot formats, Dein shared.
The creation of Wilile’s Remedy+ is the latest move in JuneShine’s mission to become a total beverage company, adding to a portfolio of hard kombucha, non-alcoholic kombucha, spirits-based canned cocktails and light lager Easy Rider, as well as flavored malt beverages, added through its 2024 acquisition of fellow hard kombucha maker Flying Embers.
The seemingly unlikely partnership between Willie Nelson and JuneShine stems from personal ties.
“Growing up in Maui, I happened to go to school with Willie’s sons and became family friends with the Nelsons through my amazing girlfriend, Lily Meola, who is also a singer/songwriter and is very close with their family,” Dein told Brewbound. “Willie’s wife Annie Nelson loves JuneShine, specifically our Rosé limited-edition hard kombucha flavor from a few years back, and we’ve always wanted to work on a beverage together, but were looking for the right time that made sense for everyone.”
The recent rise of intoxicating hemp beverages provided that “perfect opportunity to bring a new brand to life together,” Dein said.
“Annie and Willie and I worked together to craft the perfect recipe for our first social tonic, and we can’t wait to bring the rest of our flavors and products to market this summer,” Dein continued. “The Nelsons already had a partner in LongPlay on their other cannabis products so the three of us got together and combined we had the perfect team to bring this brand to the world.”
Nelson and LongPlay’s existing portfolio includes Willie’s Remedy (CBD-infused coffee, tea, tinctures and balms) and Willie’s Reserve (cannabis-infused edibles, flowers and vapes).
Willie’s Remedy+ debuted last week at Nelson’s annual Luck Reunion music festival on his ranch near Austin, Texas.
Nelson is also the co-founder of the Farm Aid Foundation, a nonprofit dedicated to building and supporting “a vibrant, family farm-centered system of agriculture in America.” One percent of Willie’s Remedy+ sales will go directly to the American farmers, who also source ingredients for the product, according to the release.
JuneShine initially contemplated creating intoxicating hemp beverages with the JuneShine name more explicitly called out, but “it felt too confusing,” Dein said.
“And the Willie brand is so iconic on its own, we didn’t want to add any more complexity or confusion for our customers,” Dein added. “We also wanted to honor Willie’s legacy and story; he is an absolute legendary icon who stands on his own, and his story and the world and music he has built is so rich on its own, we felt like adding anything else on top of it would just be a distraction.”
Nelson’s story and the origin of his now notorious appreciation for cannabis borders on the supernatural.
“After struggling with cigarettes and alcohol in his early years, a pivotal moment in Nashville set him on a new path,” the press release reads. “When his house burned down, the only thing that survived was his beloved guitar, Trigger, and a pound of weed. For Willie, it was a sign: Leave behind the booze and tobacco and embrace the plant that would not only change his life but inspire generations.”
The decision to launch a new-to-the-world brand was also a regionally strategic one, according to Dein.
“We also felt like we could reach a totally new audience and geographic part of the country with Willie’s, over 50% of our sales are coming from Texas and the southeast since launch, which is a stark contrast to our California/New York heavy sales mix with JuneShine and Flying Embers,” Dein said.
Willie’s Remedy+ cannot be sold in JuneShine’s home state of California due to an emergency order banning the sale of all intoxicating hemp products. The order, imposed in September, was initially a six-month ban set to expire this month, but was extended by the California Department of Public Health and Gov. Gavin Newsom, and is now set to expire on June 24.
Legislators in Texas, Florida and Georgia – three of the biggest markets for hemp-derived beverages – are attempting to pass their own limitations on the offerings.
“The biggest killer on the planet is stress, and I still think the best medicine is and always has been cannabis,” Nelson said in the release. “I gave up drinking alcohol and smoking tobacco a long, long time ago and switched to pot. I think marijuana should be recognized for what it is, as a remedy – an herb that grows in the ground. If you need it, use it.
“More and more people are finding out the benefits, and the more they delve into it and research it, the more they realize, ‘Hey, wait a minute, we should give this another look,’” he continued. “I’m excited to share my remedy with the world.”
Brewbound dove into the intoxicating hemp, the opportunities the category provides for bev-alc brands, and the ever-evolving regulatory environment in a Brewbound Live panel discussion in December. Check out the conversation here, featuring Climbing Kites co-founder and Hemp Beverage Alliance (HBA) board member Scott Selix, Indeed Brewing chief business officer Ryan Bandy and BevStrategy LLC and Creature Comforts co-founder Chris Herron.