The marijuana industry has a new weekly tradition: a celebrity launching his or her own brand of cannabis products.
Last week it was the unexpected as Whoopi Goldberg’s menstruation medicine debuted. This week, it’s more of the expected, as The Game became the industry’s latest rapper to hop aboard the green rush.
The Game, real name Jayceon Taylor, has teamed up with the California-based edible giant G Farma Brands, a company that already specializes in a wide array of chocolate-based edibles and vaporizer tanks. The Game-specific products, simply denoted with a large “G”, are a cannabis-infused lemonade and one gram pre-rolled joints.
The lemonade comes in three flavors: original, pink, and strawberry. Similar to ascending brands in the marijuana business, the branding is discreet, clean, and modern:
Those lemonade bottles really do look like a product you could see in a display case next to a case of Snapples. And perhaps The Game is banking on his other offering, the G-Stiks, to cause the thirst for marijuana lemonade.
The more simple pre-roll, containing a gram of “7 different strains”, is by no means a new phenomenon, but it’s one yet to be truly corporate. That’s about to change:
Most cannabis savants will shy away from any pre-rolls and particularly those with a blend of different leaves. But there’s a large market for lower-end products like this. With lemonade and pre-rolls, it seems like The Game and G Farma Labs are going after two distinctly different consumer bases in one fell swoop.
At first, the products will only be available in California (a huge market unto itself), but The Game sounds like he has his eyes on a bigger prize.
The rapper spoke with Billboard, issuing the follow decree about this novel partnership,
“These guys are the pioneers of innovation in the cannabis industry. I’m excited to help raise awareness for G Stiks and G Drinks in all territories that we are available.”
Like any potential marijuana mogul, The Game is planting a seed that he hopes will grow into a massive money-making entity. As far his The Game is concerned, there’s little risk in such an investment. The rapper has an inherent, massive following (particularly in California), and he’s promoting a product that already has a solid reputation.
As is the case with Whoopi, who also chose to work with an established brand, The Game made a savvy business move by choosing a company that has supply, production, and distribution channels already set. The celebrity marijuana floodgates have clearly begun to open, and these are just two of the many darts thrown at an industry that no one can really predict.
The Game joins other big name rappers like Snoop Dogg, Wiz Khalifa and Wu Tang Clan (just to name a few) that have debuted or announced marijuana brands in the last year. Some celebrities will succeed, others should stumble, and it should be very interesting to watch it all unfold.