Now 81, Willie [Nelson ] is biding his time before joining the festivities, and we’re talking about why he puts on the event every year. In the process, he lets slip that he has something else in the works: a new brand of weed, called, naturally, Willie’s Reserve.
Pressed on this, he’s either dismissive or coy, though he does indicate that the smoking implement he has again picked up is a part of the line. The PR person promises to connect me with Michael Bowman, a veteran hemp and pot lobbyist who serves as the fledgling brand’s spokesperson. Two days later, much colder, much more sober, and back in my native New England, Bowman and I connect by phone….
So what exactly is Willie’s Reserve?
Well, you know, Willie has spent a lifetime in support of cannabis, both the industrial hemp side and the marijuana side. He wants it to be something that’s reflective of his passion. Ultimately, it’s his. But it was developed by his family, and their focus on environmental and social issues, and in particular this crazy war on drugs, and trying to be a bright light amongst this trail as we’re trying to extract ourselves from the goo of prohibition.