Massachusetts-based Curaleaf Holdings Inc. on Tuesday announced a partnership between its Select brand and music and culture magazine Rolling Stone, including products for Select’s first pre-roll offering and for Select’s proprietary pod system, The Cliq.
Both products will feature three strains and flavor profiles hand-selected by Rolling Stone: “Overdrive,” a berry-forward sativa; “Reverb,” a complex and full-bodied indica; and “Phaser,” a fruity and calming hybrid, according to a press release announcing the partnership.
Rolling Stone President and Chief Operating Officer Gus Wenner said the partnership gives the 54-year-old magazine, oft known for its counter-culture roots, “the opportunity to design a product that elevates the music listening experience and celebrates the deep connection between the two.”
“Music and cannabis go hand in hand. Rolling Stone has a legacy of celebrating this connection and a long history of reporting on the fight to legalize cannabis.”— Wenner in a statement
Joe Bayern, CEO of Curaleaf, described the magazine as “known for having one of the most authentic and discerning voices in modern journalism, and, as part of that, they’ve included cannabis in their coverage for the past 50 years.”
“Part of my job at Curaleaf is building brands people love,” Bayern said in a statement. “Select is a brand built around the relentless pursuit of progress and going to great lengths to create the best possible experience for our consumer. This is a synergy we are honored to share with Rolling Stone.”
Rolling Stone and Select also plan to open a “first-of-its-kind retail space” in Las Vegas, Nevada next year. The Rolling Stone-branded products are set to first be released in Vegas through Select’s wholesale partners and at Curaleaf retailers.
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