Long Play

What Long Play does

Long Play, Inc. is a privately held cannabis brand and intellectual property management company founded by musician Willie Nelson and his wife Annie Nelson in 2014 and incorporated in Colorado. The company develops and licenses a portfolio of premium cannabis and wellness brands spanning three categories: high-THC products (Willie's Reserve — flower, pre-rolls, vape, and edibles distributed through licensed dispensaries nationwide), hemp-derived THC beverages (Willie's Remedy+ — social tonics and seltzers in 5mg and 10mg doses with added L-Theanine, CBD, and CBG), and full-spectrum CBD wellness products (Willie's Remedy — coffee, teas, tinctures, smokes, and vapes). Willie and Annie Nelson remain actively involved in product development and brand storytelling, and 1% of Willie's Remedy+ sales are donated to Farm Aid.

The business operates through three go-to-market motions: direct-to-consumer e-commerce shipping to 35-36 states, licensed dispensary and retail partnerships (11+ states for hemp-derived products, national for high-THC), and event-driven marketing such as the 2025 Outlaw Music Festival Tour sponsorship. JuneShine Brands is the manufacturing and distribution partner for Willie's Remedy+, and the original tonic launch was JuneShine's fastest growing product, with the first edition selling out in approximately one month. Pricing is positioned at premium levels — $69.99 per 750ml bottle for the social tonic. The company is restricted from selling intoxicating hemp products in California under the state's emergency ban.

Long Play is headquartered in Lafayette, Colorado, with reported headcount of 101-250 employees. The company has raised capital through three SEC Form D exempt securities offerings in 2024 (January $200K, March $200K, June $500K) under Rule 506(b), with the June round structured at a $500,000 minimum investment. No institutional investors, acquisitions, or public listing activity are disclosed. Revenue and valuation figures are not publicly available.

Name

Long Play

Legal name

Long Play, Inc.

Website

https://longplayusa.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Long Play, Inc. is a cannabis brand and IP management company founded by Willie and Annie Nelson that develops and licenses premium THC, CBD, and hemp-derived wellness products under three sub-brands — Willie's Reserve, Willie's Remedy+, and Willie's Remedy — distributed through DTC, dispensary, and retail channels across 35+ U.S. states.

Ownership category

akta.pro rank

Product category

Cannabis & Hemp Wellness Products

NAICS

Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Hemp-Derived Delta-8/Delta-9/THC-A Specialty Retail (Where Legal) (CRANAHAD)

akta.pro secondary industries

CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles) (CRANAHAA), CBD/Hemp Wellness & Supplements Retail (CRANAHAC), Cannabis Accessories & Ancillary Product Delivery (Vapes, Papers, Devices) (CRANAGAJ)

Keywords

• Cannabis brand management
• Hemp-derived THC beverages
• CBD wellness products
• Cannabis brand licensing
• THC-infused seltzers

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Direct-to-Consumer Product Sales: Long Play generates revenue through direct-to-consumer e-commerce sales of Willie's Remedy+ beverages and seltzers, sold at $69.99 per 750ml bottle (approximately 17 servings) shipped to 35 states.
2. Licensed Brand Distribution: Revenue from licensing Willie's Reserve (high-THC products), Willie's Remedy+ (hemp-derived THC), and Willie's Remedy (CBD products) to licensed dispensaries and retailers in regulated markets nationwide.
3. Securities Offerings: Company raised capital through SEC-exempt securities offerings under Rule 506(b), including a $500,000 offering in June 2024.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Long Play is a cannabis brand and IP management company that creates, scales, and licenses a portfolio of premium THC, CBD, and hemp-derived wellness products. Its three core brands — Willie's Reserve (high-THC flower, pre-rolls, vape, edibles), Willie's Remedy+ (hemp-derived THC social tonics and seltzers), and Willie's Remedy (full-spectrum CBD wellness products) — are sold through licensed dispensaries, retail partners, and direct-to-consumer e-commerce.

Product overview

Long Play, Inc. is a cannabis brand and IP management company that develops and scales premium THC, CBD, and hemp-derived wellness products. The company operates three core brands: Willie's Reserve (high-THC products including flower, pre-rolls, vape, and edibles sold in regulated dispensaries nationwide), Willie's Remedy+ (hemp-derived THC-infused social tonics and seltzers available online in 36 states and retail in over 11 states), and Willie's Remedy CBD (non-psychoactive hemp wellness products including coffee, teas, tinctures, smokes, and vapes). The portfolio is licensed nationally and rooted in Willie Nelson's authentic legacy of music, cannabis, and advocacy, with 1% of Willie's Remedy sales going to Farm Aid foundation.

Differentiator

Problem solved

Functional benefit

Brands

• Willie's Reserve: High-THC marijuana products including flower, pre-rolls, vape, and edibles. Licensed nationally and sold in regulated dispensaries nationwide.
• Willie's Remedy+
• Willie's Remedy

Products and services

• Willie's Reserve Premium high-THC marijuana products including flower, pre-rolls, vape, and edibles. Licensed nationally and sold in regulated dispensaries nationwide for adult-use and medical cannabis consumers.
• Willie's Remedy+ Hemp-derived THC-infused social tonics and seltzers marketed as alcohol alternatives with a mindful buzz. Available in 5mg and 10mg THC variants, 750ml bottles, 1.5oz shots, and 12oz seltzer cans, sold online in 36 states and at retail in 11+ states.
• Willie's Remedy CBD Full line of health and wellness, non-psychoactive hemp products made with full-spectrum CBD, including coffee, teas, tinctures, smokes, and vapes. Available online and at select retailers.
• Willie's Remedy+ Seltzers 5mg THC-infused sparkling beverages available in Black Cherry Lime, Passion Orange Guava, Strawberry Watermelon flavors, and variety packs. Crafted for sessionable sipping at festivals and social occasions.
• Willie's Remedy+ Social Tonic Non-alcoholic, hemp-derived THC-infused social tonic in 750ml bottles, delivering 5mg THC, 2mg CBD, 2mg CBG, and 200mg L-Theanine per serving with effects lasting 60–90 minutes, marketed as a mindful alcohol alternative.
• THCA Smoke Products 10:1 THCA+CBD and THCA-Rich 10-count smoke packs sold under the Willie's Remedy+ hemp product umbrella, positioned as hemp-derived smoke alternatives.
• Willie's Cannabis Brand Licensing Program Licensing of Willie's Reserve, Willie's Remedy+, and Willie's Remedy brands to state-licensed dispensaries and retail partners, providing R&D support, marketing collaboration, and tailored rollout strategies for regulated U.S. markets.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• JuneShine BrandscoreStrategic or Co-development Partner · 1 March 2025JuneShine Brands partnered with Long Play to launch Willie's Remedy+, a non-alcoholic hemp-derived THC social tonic. JuneShine serves as the manufacturing and distribution partner, with Long Play providing the brand IP and Willie Nelson's celebrity endorsement. The product became JuneShine's fastest growing launch, with the first edition selling out in one month. The partnership leverages JuneShine's beverage production expertise and Long Play's brand portfolio and cultural positioning.
• Farm Aid FoundationminorOthersLong Play contributes 1% of all Willie's Remedy+ sales to Willie Nelson's Farm Aid Foundation, which supports American family farmers. Farm Aid was founded by Willie Nelson in 1985 and advocates for sustainable agriculture.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CANN: CANN is a leading THC-infused social tonic brand offering low-dose (2-5mg) sparkling beverages targeted at the alcohol-alternative use case. It is the most direct comparable to Long Play's Willie's Remedy+ in terms of product format, dose philosophy, and target consumer.
• House of Saka: House of Saka produces premium, wine-style cannabis-infused beverages made with sparkling spring water and natural flavors. Comparable to Long Play's premium positioning of Willie's Remedy+ tonics as a sophisticated alcohol alternative in the cannabis beverage category.
• Keef Cola: Keef is one of the longest-running cannabis-infused beverage brands, selling sodas, seltzers, and shots through licensed dispensaries. It competes in the same dispensary channel as Long Play's Willie's Reserve and in the same consumer occasion as Willie's Remedy+.
• Marley Natural: Marley Natural is the Bob Marley estate-backed cannabis brand built on cultural and music heritage, similar to Long Play's positioning around Willie Nelson. Both monetize estate-driven brand equity across flower, pre-rolls, and lifestyle products distributed through licensed dispensaries.
• Two Roots Brewing Co. Two Roots produces a range of cannabis-infused craft beers and sparkling waters designed as alcohol alternatives, including seltzer formats. Overlaps with Willie's Remedy+ THC seltzer and social tonic SKUs in dose, format, and channel strategy.
• Medterra CBD: Medterra sells a broad portfolio of CBD wellness products including tinctures, capsules, topicals, and drinks through retail and DTC nationwide. Directly comparable in product breadth and channel mix to Long Play's Willie's Remedy CBD coffee, teas, and tinctures line.

Broad incumbents

• Lagunitas Hi-Fi Hops: Lagunitas (Heineken subsidiary) launched Hi-Fi Hops, one of the first mainstream cannabis beverages carried in California dispensaries, validating the alcohol-alternative and seltzer formats now pursued by Willie's Remedy+. Useful as an incumbent benchmark for distribution and brand-building in the category.
• Charlotte's Web Holdings: Charlotte's Web is the most established full-spectrum CBD wellness brand, selling tinctures, gummies, topicals, and beverages nationally through retail and DTC. Directly comparable to Long Play's Willie's Remedy CBD line in distribution, channel, and wellness positioning.

Regional players

• Wana Brands: Wana is a top-selling cannabis edibles brand in Colorado with expanding national licensing presence, including beverages through Wana Quick drink mixes. It is a comparable licensor-led cannabis CPG brand that has scaled through state-by-state partnerships, mirroring Long Play's licensing GTM motion for Willie's Reserve.

Emerging players

• Recess (Töst Beverages parent): Recess produces adaptogen and hemp-CBD sparkling beverages marketed as mood/relaxation drinks, sharing the Willie's Remedy+ positioning at the non-intoxicating or low-intoxication end of the alcohol-alternative and functional wellness beverage market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/longplayinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Long Play