With stress levels spiking and Americans drinking less, the country music legend’s THC drink company wants to give consumers a functional way to chill out
Willie Nelson is on the road again, this time with $15 million to bring his THC beverage brand, Willie’s Remedy+, to stores nationwide.
The funding, led by London-based VC and growth equity firm Left Lane Capital with participation from Second Sight Ventures, comes less than a year after launch. The startup has sold more than 400,000 bottles so far and is tracking toward roughly $80 million in revenue.
“This funding marks a major milestone as we build on our early momentum and bring Willie’s Remedy+ to shelves across the country,” said Greg Serrao, co-founder and CEO of JuneShine Brands, the company handling distribution. “We’ve proven demand online, and now we’re ready to replicate that success at retail.”
Willie’s Remedy+ is taking a wellness-first approach, marketing the THC drinks as a functional beverage, comparable to how caffeine is used for energy and focus. It also arrives at a time when drinking rates in the U.S. have plummeted to a historic low, but stress remains high.
According to a finding from the Allianz Center for the Future of Retirement, nearly half of Americans reported feeling more stressed headed into this year than last.
“The biggest killer on the planet is stress, and I still think the best medicine is — and always has been — cannabis,” Willie Nelson said. “I gave up alcohol and tobacco a long time ago and switched to pot. Marijuana should be recognized for what it is: a remedy. I’m excited to share my remedy with the world.”
The retail rollout will include 750-ml THC-infused spirits, 12-oz THC-infused seltzers in Strawberry Watermelon, Black Cherry Lime and Passion Fruit Orange Guava and 2-oz THC-infused shots.
Retail partners already signed include Total Wine, Binny’s Beverage Depot and TXB.
Left Lane Capital partner Laura Sillman said the investment reflects shifting consumer priorities.
“Today’s consumers are seeking balance, intention and better-for-you experience,” she said. “Willie’s Remedy+ stands out through cultural authenticity and a product experience designed for repeat, everyday occasions — which is exactly what builds enduring consumer brands.”
The cannabis beverage space is scaling quickly. The global market stood at $1.16 billion in 2023 and is expected to reach $3.86 billion by 2030, according to industry estimates.
Nelson isn’t alone in pushing the pro-pot message. Former Philadelphia Flyers enforcer Riley Cote has emerged as one of the more visible athlete voices advocating for cannabis as a legitimate recovery and wellness tool. Cote, who has spoken openly about relying on marijuana to manage pain during his NHL career, has partnered with cannabis retailer Trulieve on an education initiative.
“Cannabis is not for everybody, but I think there’s a cannabis-based product that could fit everyone’s regimen,” he told ATN last year. “Low-dose consumption is about being sub-threshold — avoiding the headiness or high. Most people immediately think cannabis means belly up on the couch, being less productive. That’s not the case if you’re educated, mindful and precise about dose.”
