Willie Nelson has his own line of doobie coming out soon, because of course he does, and GQ has an article in which Willie gently and pleasantly ignores the interviewer for a few thousand words, but the real point of the piece is the quote. It’s from the CEO of Willie’s new weed company:
“For fifty years he’s been such an icon in this space that [for] everybody taking part in the artistic development of this plant over the last thirty, forty years, it’s kind of their bucket list to get product to Willie. And so Willie’s experienced the best cornucopia that has been grown over the decades and, you know, he really developed a legendary stash. And he’s developed a point of view about how he feels about the category and how he feels about the product and how he feels about consumers. So it’s taking that and distilling that vision and those values, translating that into the marketplace.”
And just like that: weed stopped being cool. Just another widget with a verified Twitter account. One more jungle for the monkeys of snobbery to hurl themselves through. Pedigree and genetics and terroir and lungfeel and optics and narrative and vision. Always with the fucking vision and the point-of-view: everything has a story, now. And values: brands have values, as if they were Methodists or something.
I’ve said it before, and I’ll return to it: white people are–as we speak–ruining marijuana in the same way they ruined coffee, wine, tea, movies, and clothing: by deliberately over-complicating a staple in order to rig a status game in favor of the wealthy and bored.
Is fortified wine still free of this meaningless corporate bullshit? Maybe the air is still clear out by Boone’s Farm.