{"id":149207,"date":"2026-02-05T09:43:51","date_gmt":"2026-02-05T14:43:51","guid":{"rendered":"https:\/\/athletechnews.com\/?p=149207"},"modified":"2026-02-05T09:43:53","modified_gmt":"2026-02-05T14:43:53","slug":"willie-nelson-thc-beverage-brand-raises-15-million","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/willie-nelson-thc-beverage-brand-raises-15-million\/","title":{"rendered":"Willie Nelson\u2019s THC Beverage Brand Raises $15M To Enter the Wellness Aisle"},"content":{"rendered":"
With stress levels spiking and Americans drinking less, the country music legend\u2019s THC drink company wants to give consumers a functional way to chill out<\/h5>\n\n\n\n

Willie Nelson is on the road again, this time with $15 million to bring his THC beverage brand, Willie’s Remedy+, to stores nationwide.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\u201cThis funding marks a major milestone as we build on our early momentum and bring Willie\u2019s Remedy+ to shelves across the country,\u201d said Greg Serrao, co-founder and CEO of JuneShine Brands, the company handling distribution. \u201cWe\u2019ve proven demand online, and now we\u2019re ready to replicate that success at retail.\u201d<\/p>\n\n\n\n

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<\/a>, but stress remains high.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\u201cThe biggest killer on the planet is stress, and I still think the best medicine is \u2014 and always has been \u2014 cannabis,\u201d Willie Nelson said. \u201cI gave up alcohol and tobacco a long time ago and switched to pot. Marijuana should be recognized for what it is: a remedy. I\u2019m excited to share my remedy with the world.\u201d <\/p>\n\n\n\n

\"\"
credit: Willie\u2019s Remedy+<\/figcaption><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

Retail partners already signed include Total Wine, Binny’s Beverage Depot and TXB.<\/p>\n\n\n\n

Left Lane Capital partner Laura Sillman said the investment reflects shifting consumer priorities.<\/p>\n\n\n\n

\u201cToday\u2019s consumers are seeking balance, intention and better-for-you experience,\u201d she said. \u201cWillie\u2019s Remedy+ stands out through cultural authenticity and a product experience designed for repeat, everyday occasions \u2014 which is exactly what builds enduring consumer brands.\u201d<\/p>\n\n\n\n

\n

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.<\/p>\n<\/blockquote>\n\n\n\n

Nelson isn\u2019t 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<\/a>.<\/p>\n\n\n\n

\u201cCannabis is not for everybody, but I think there\u2019s a cannabis-based product that could fit everyone\u2019s regimen,\u201d he told ATN last year. \u201cLow-dose consumption is about being sub-threshold \u2014 avoiding the headiness or high. Most people immediately think cannabis means belly up on the couch, being less productive. That\u2019s not the case if you\u2019re educated, mindful and precise about dose.\u201d

<\/p>","protected":false},"excerpt":{"rendered":"Willie Nelson\u2019s THC drink brand Willie\u2019s Remedy+ has raised $15 million and is set to roll out nationwide in retail.","protected":false},"author":43,"featured_media":149209,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3],"tags":[7934,4391,7932],"post-options":[],"vertical":[],"coauthors":[4135],"class_list":{"0":"post-149207","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-finance","8":"tag-functional-beverage","9":"tag-funding","10":"tag-thc","11":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2026\/02\/WR_2025_Willie_LA_August_Photo-ForrestDein_001-1180x810.webp","author_name":"courtney-rehfeldt","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/cropped-DSC_7858-scaled-1-96x96.jpg","primary_category":{"term_id":3,"name":"Finance","slug":"finance","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/finance\/"},"yoast_head":"\nWillie Nelson\u2019s THC Beverage Brand Raises $15M, Plans To Scale - 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