"Everything I do is related to something I did before. [This is] a great substitute for alcohol, and I know a lot of people drink too much . . . Alcohol has killed so many of my friends that, on top of that, I still open the show with 'Whiskey River.'"
"We had big expectations, but we thought it would take a little bit of time just given our experience. It was just overnight."
At 92 years old, Willie Nelson has transitioned from music to entrepreneurship with Willie's Remedy+, a THC-infused beverage brand that reached an $80-million run rate shortly after launch. The joint venture with kombucha brewer JuneShine Brands began discussions in late 2024 and launched products by March 2025. Nelson's motivation stems from personal experience—he quit tobacco and alcohol years ago and seeks to offer consumers a substitute for alcohol, which he credits with harming many of his friends. The hemp-derived social tonics and seltzers come in 5-milligram and 10-milligram varieties. The brand's rapid success exceeded even JuneShine's projections, with co-founder Forrest Dein noting the overnight resonance with consumers.
Read at Fast Company
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