Reggae-Punk Legends Sublime Announces New California Cannabis Brand
Legacy of reggae-punk sensation Sublime announced Thursday that it has entered into an exclusive partnership to market marijuana products for the California regulated cannabis market beginning later this year. Under the agreement, Costa Mesa-based licensed cannabis manufacturer The Healing Plant will produce and distribute a curated line of Sublime-branded cannabis products focused on the healing properties of marijuana, with a launch date scheduled for summer 2022.
“Sublime has his own weed now! I mean, what more can I say but turn them on!” drummer Bud Gaugh said in a press release. “It’s time to ‘smoke two joints,'” he added, referring to the band hit of 1992.
1990s reggae/punk sensation
Sublime was formed in Long Beach by Bradley Nowell, Gaugh and Eric Wilson in 1988, blending a mix of reggae, punk and alternative rock for Southern California’s vibrant and diverse music scene. Their first self-produced album, 40oz. to freedomwas released on the band’s Skunk Records label in 1992. The success of their debut record, including heavy airplay on Southern California alternative radio two years after the album’s initial release, led to a contract with MCA in time for the band’s second effort in 1994, steal the hood.
As Sublime prepared for the 1996 release of his self-titled third album, singer and guitarist Nowell died of a heroin overdose in San Francisco, leading to the group’s collapse. Gorgeous was released again in July 1996 and the self-titled record eventually sold over seven million copies, fueled by the hits “What I Got”, “Santeria” and “Wrong Way”. Gaugh and Wilson formed a new iteration of the band with vocalist and guitarist Rome Ramirez in 2009, later dubbed Sublime with Rome, although Gaugh left that band in 2011. The band’s original name belongs to Sublime, which consists of the estate of Nowell, Gaugh and Wilson, according to a spokesperson.
Healing-focused cannabis products
Although Sublime cannabis’ upcoming offerings are still under development, the brand’s plans include a comprehensive lineup featuring a wide range of products emphasizing the plant’s potential medicinal and healing properties.
“Sublime would definitely have its own line of cannabis, but we waited to find the perfect partner with The Healing Plant,” said Troy denDekker, widow of Bradley Nowell. “Our line will not only include what is wanted, but also what is needed to help heal! »
“There are so many artist/cannabis offers but, for Sublime, we wanted to find a true creative collaboration with someone who truly understands the deep musical and cultural significance of Sublime’s legacy,” added Scott Seine. from the management of Surfdog/DKM. “After four years of research, we are happy to have found this with Robert Taft, Jr. and The Healing Plant, whose mission to prioritize the healing and medicinal qualities of cannabis was of paramount importance to the group. “
Taft says cannabis brand Sublime will see a controlled launch at select group heritage dispensaries in Southern California, including Long Beach, Los Angeles, Orange County, San Diego and the Inland Empire, with the cast of The Healing Plant. The company is planning a similar exit strategy in Northern California after identifying an authorized distribution partner to cover the San Francisco Bay Area, Sacramento and points north. Product development is currently underway.
“The Healing Plant has already aligned the brand with a top geneticist and as part of our R&D process, we will be selecting strains with the group under their leadership,” Taft wrote in an email. “The cultivation will rely on selected farmers able to provide consistent quality under the supervision of our geneticist. THP will manufacture and process all California products at our licensed facility and will be the sole distributor for Southern California, partnering with a licensed Northern California distributor for the second phase of the rollout.
Controlled brand rollout is planned to ensure product quality and availability at designated channel partners, according to Taft.
“This brand is going to bring you the ‘Greatest Hits’ of recreational cannabis from Sublime, as well as a full line of drugs that will benefit people struggling with opioid and heroin addiction, a very important line, especially for the artist community in memory of Bradley Nowell himself,” he said in Thursday’s announcement.