Austin, TX – February 5, 2026
Willie Nelson has spent decades championing cannabis as a remedy, not a vice. Now, at 92, the country music legend is putting his money where his mouth is: or rather, where investors are putting their money. Willie’s Remedy+, the hemp-derived THC beverage brand inspired by Nelson’s lifelong relationship with the plant, just closed a $15 million Series A funding round led by Left Lane Capital, with participation from Second Sight Ventures.
And it’s not just hype. In less than a year since launch, Willie’s Remedy+ has sold more than 400,000 bottles, making it the #1 THC beverage sold online. Now, with fresh capital and a national retail rollout on the horizon, the brand is poised to bring its “no hangover, all remedy” philosophy to shelves across America in 2026.
For an industry still finding its footing between regulation, consumer education, and legacy stigma, Willie’s Remedy+ is proving that authenticity, quality, and a legendary co-sign can move serious volume.
The Numbers Don’t Lie: Willie’s Remedy+ Is Already Winning
Let’s talk numbers. In under 12 months, Willie’s Remedy+ has generated approximately $80 million in revenue and sold over 400,000 bottles: mostly online. That’s not a soft launch. That’s a breakout.
“This funding marks a major milestone as we build on our early momentum and bring Willie’s Remedy+ to shelves across the country,” said Greg Serrao, Co-Founder and CEO of JuneShine Brands, which provides sales, marketing, and distribution services to the brand. “We’ve proven demand online, and now we’re ready to replicate that success at retail.”
The brand’s early retail test with Total Wine was a success, with Willie’s Remedy+ quickly ranking among the top THC-infused spirits. That performance gave the team confidence that online brand awareness would translate to serious velocities on shelf: and now, with backing from Left Lane Capital and Second Sight Ventures, they’re ready to scale.
“We invest in brands that align with where consumers are going: not where they’ve been,” said Laura Sillman, Partner at Left Lane Capital. “Today’s consumers are seeking balance, intention, and better-for-you experiences. Willie’s Remedy+ stands out through cultural authenticity and a product experience designed for repeat, everyday occasions: which is exactly what builds enduring consumer brands.”
What Makes Willie’s Remedy+ Different? No Hangovers, Fast Effects, Real Balance
The THC beverage category is crowded, but Willie’s Remedy+ has carved out a clear lane: it’s a modern alternative to alcohol that delivers clarity, balance, and connection: without the next-day regret.
Each beverage is crafted with USA-grown, hemp-derived THC, blended with CBD, CBG, and L-theanine for a fast-acting, short-lasting experience. Effects typically begin within 15–30 minutes and taper after one to one-and-a-half hours, making the drinks approachable for first-timers, the canna-curious, and seasoned consumers alike.
“Willie’s Remedy+ isn’t about getting knocked out: it’s about finding your own balance, one sip at a time,” Serrao explained.
That’s a critical differentiator in a market where dosing, onset time, and duration can vary wildly. Willie’s Remedy+ is designed for social occasions, not couch-lock. It’s the kind of beverage you can enjoy at dinner, at a concert, or while hanging out with friends: and still drive home an hour later. For the hospitality industry, that’s a game-changer. It means THC drinks can finally compete with beer, wine, and cocktails in real-world settings where consumers want to enjoy themselves without losing control or sacrificing the next morning.
Willie’s Vision: Cannabis as Remedy, Not Taboo
Willie Nelson has never been shy about his love for cannabis. He gave up alcohol and tobacco decades ago and has been a vocal advocate for the plant ever since. But for Willie, this isn’t about getting high: it’s about health, balance, and remedy.
“The biggest killer on the planet is stress, and I still think the best medicine is: and always has been: cannabis,” Nelson said. “I gave up alcohol and tobacco a long time ago and switched to pot. Marijuana should be recognized for what it is: a remedy. I’m excited to share my remedy with the world.”
Nelson has also been a vocal advocate for responsible hemp regulation, urging lawmakers to reject efforts to ban hemp at the federal level. “Banning hemp won’t solve problems,” he said. “Smart regulation will.”
That authenticity matters. Willie isn’t slapping his name on a product for a quick buck. He’s been living this philosophy for decades, and that cultural credibility is translating into consumer trust. In an industry where celebrity endorsements can feel hollow, Willie’s Remedy+ feels like the real deal: because it is.
The Product Lineup: 10 SKUs, Spirits to Seltzers to Shots
Willie’s Remedy+ is launching with a 10-SKU portfolio designed to meet consumers wherever they are. The lineup includes:
- 750ml THC-Infused Spirits: The flagship product, crafted for cocktail lovers who want to sip slow and savor.
- 12oz THC-Infused Seltzers: Available in flavors like Strawberry Watermelon, Black Cherry Lime, and Passion Fruit Orange Guava: perfect for casual occasions, poolside hangs, or backyard BBQs.
- 2oz THC-Infused Shots: Mirroring the flagship spirit flavors, these shots are designed for on-the-go convenience and fast effects.
The variety is smart. It allows the brand to occupy multiple occasions: from upscale dinner parties to tailgates to solo nights in. And because the effects are fast-acting and short-lasting, consumers can customize their experience with precision.
National Retail Rollout: Coming to a Store Near You in 2026
Following its online success and limited retail test, Willie’s Remedy+ is preparing for a national retail rollout in early 2026. The brand will leverage JuneShine Brands’ established wholesaler and three-tier distribution network to get onto shelves at retailers including:
- Total Wine
- Lowe’s
- Binny’s
- TXB
- And more nationwide
“We’re confident our strong online brand awareness will translate to serious velocities on shelf,” Serrao said. “Over time, retail will become our primary growth engine.”
For restaurant and bar operators, this is worth watching. As THC beverages gain distribution, they’re becoming a viable alternative to alcohol: especially for Gen Z and Millennial consumers who are drinking less and seeking more mindful, functional options. Forward-thinking bars are already adding THC drinks to their menus, and brands like Willie’s Remedy+ are making it easier to do so with quality, consistency, and name recognition.
If you’re in the hospitality space and haven’t started thinking about THC drinks, now’s the time. The category is growing fast, and consumer demand is real. Check out our recent coverage on viral food and beverage trends to see how THC drinks are shaping the next wave of menu innovation.
Giving Back: $40,000 to Farm Aid and Counting
Willie’s Remedy+ isn’t just about profit. The brand has committed to giving back to the farming community, starting with a $40,000 donation to Willie Nelson’s Farm Aid Foundation, which supports small American farmers. The company plans to continue contributions as it scales.
That’s fitting. Willie has spent decades advocating for family farms, and hemp farming is a natural extension of that mission. By sourcing USA-grown hemp and supporting the agricultural community, Willie’s Remedy+ is building a brand rooted in values, not just vibes.
What This Means for the Food & Beverage Industry
The Willie’s Remedy+ story is bigger than one brand. It’s a signal that THC beverages are moving from niche to mainstream: and fast. With $15 million in fresh capital, proven online demand, and a national retail rollout on deck, Willie’s Remedy+ is positioning itself as a category leader in a market that’s still wide open.
For restaurant operators, bar managers, and hospitality leaders, this is a wake-up call. THC drinks are no longer a novelty. They’re a legitimate alternative to alcohol, and consumers: especially younger ones: are seeking them out. Brands like Willie’s Remedy+ are making it easier to add these products to your menu with quality, consistency, and credibility.
If you’re looking to stay ahead of the curve, start experimenting with THC beverages now. Partner with distributors who carry compliant products, train your staff on dosing and effects, and create experiences that make these drinks feel natural, not forced. The operators who nail this early will have a serious competitive advantage.
For more insights on what’s shaping the industry in 2026, check out our January 2026 Editor’s Picks for a deep dive into restaurant trends and what’s next.
Final Thoughts: Willie’s Remedy+ Is Here to Stay
Willie Nelson has always been ahead of his time. Now, at 92, he’s doing it again: this time with a THC beverage that’s redefining what it means to unwind, connect, and enjoy a drink without the downsides.
With $15 million in funding, 400,000 bottles sold, and a national retail expansion on the horizon, Willie’s Remedy+ isn’t just a celebrity side hustle. It’s a serious brand with serious traction: and it’s just getting started.
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Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
