Jerry Garcia’s Estate has branched out into cannabis. According to the Estate’s official Twitter page, the Jerry Garcia Cannabis Collection is set to launch in 2020.

“Introducing a whole new way to experience Garcia,” the tweet reads. “Like his music and art, Jerry’s signature cannabis collection will be spontaneous, revelatory, healing, and anything but ordinary. We can’t wait to share this experience with fans next year.”

Garcia rose to fame performing as the lead vocalist and guitarist for rock band the Grateful Dead during the 1960s. Since his fatal heart attack back in 1995, aged just 53, a legacy has flourished in his honor. Just two years after his death, the estate was worth $9.9 million. Now, adding a cannabis brand to the family’s portfolio of assets means that the Estate’s value is sure to skyrocket.

The Jerry Garcia Cannabis Collection will be built around the family’s inheritance. However, not all of the late musicians fans see the positive side of launching a cannabis brand in their beloved Jerry’s name.

“I love the Grateful Dead and Jerry, but I think it’s really sad everything associated with them is becoming another product,” reads a tweet from a fan in response to the announcement of the collection. 

“I for one, am grateful I got to experience Garcia the only way possible – live and in concert!” reads another tweet.

Jerry Garcia’s cannabis collection: About Holistic Industries

Product and accessory design/development for the Jerry Garcia Cannabis Collection will be dealt with by Holistic Industries, which was founded in 2014. Headquartered in Washington D.C., the company prides itself on being one of the largest vertically-integrated cannabis companies in the United States. A press release published on October 17 revealed that Holistic had successfully closed a $55 million funding round.

Jerry’s daughter, Trixie Garcia, backs the company’s decision to establish a cannabis brand in her father’s name; stating that the family made their decision because Holistic’s business model has a strong emphasis on family values.

“Their values are rooted in a family business and they have a track record operating and creating cannabis brands across the country. We can’t wait to share the Jerry Garcia cannabis collection with the fans next year.”

Celebrity cannabis deals are transpiring in all avenues

More celebrities are getting involved in the cannabis industry with each day that passes. Examples of some big names in the music industry that have launched their own new brands include rappers Snoop Dogg, Wiz Khalifa and The Game, as well as country music singer Willie Nelson. Actresses and actors like Whoopi Goldberg and Seth Rogen have also put their names to cannabis brands, in addition to many famous athletes, including boxing champion Mike Tyson and female soccer player Megan Rapino.

Celebrity involvement in the cannabis industry is proliferating as a result of legalization being enacted – in some form – in 33 U.S. states as of December 2019. For as long as the industry continues to thrive, more celebrities are likely to join the “Green Rush. However, as a saturated industry, consumers need to be swayed by more than just a celebrity’s status, e.g. recognizing the authenticity of a brand owner’s connection with cannabis.