Willie’s Reserve Receives Funding from Tuatara Capital

110215_Willie's Reserve Receives Funding from Tuatara Capital 

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Willie’s Reserve, the new cannabis brand of music legend and longtime pot advocate Willie Nelson, has finally secured funding from New York-based private equity firm Tuatara Capital.

Set to be grown, distributed, and sold by local businesses in Colorado and Washington, Willie’s Reserve is a premium cannabis lifestyle brand that serves as an extension of Nelson’s passion and appreciation for many varieties of marijuana.

One of the goals of the brand is to keep environmental and social justice issues in focus as it develops its retail stores and product lines. “It’ll all fall under that umbrella of ‘Here’s our core beliefs, and here’s our mission statement,’ and they will be a part of that, to be a part of us,” Nelson’s spokesman said.

Nelson also said that he will be active in all aspects of the brand. “I will make sure it’s good or it won’t be on sale,” he said. “There should be a menu just like in a restaurant because there’s so many different kinds of pot that do many different things. It’s a good idea to have everything labeled for what it does, what it doesn’t do, and how powerful it is.”

For Tuatara Capital, Willie’s Reserve is representative of the attractive companies forming in the burgeoning pot industry.

“Brands help consumers to navigate choices, and trusted brands offer a promise of quality and consistency,” said Tuatara Capital Al Foreman in a news release. “We believe in the role of these trusted brands in helping to shape the cannabis industry in the coming years and see the Willie’s Reserve brand, like its namesake, as being a vanguard in this exciting new industry.”

Tuatara’s move into the cannabis industry comes at a time when new opportunities are emerging for legal cannabis businesses.

“There is so much innovation happening in the cannabis space, and we are excited about the future prospects of the industry,” said Mark Zittman, chairman of Tuatara Capital. “We see incredible potential to support the industry in its growth and evolution. It’s all happening at unprecedented speed.”

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