Willie's Reserve
Willie's Reserve is a Willie Nelson-founded premium cannabis brand operated by Long Play, Inc. that sells CO2-extracted vape cartridges, flower, pre-rolls, and infused gummies through licensed dispensaries across six U.S. states, plus branded merchandise via e-commerce.
- Company typePrivate
- Founded2015
- HeadquartersDenver, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Willie's Reserve does
Willie's Reserve is a premium cannabis brand founded by music legend Willie Nelson in 2015 and operated by Long Play, Inc., a privately held Colorado corporation headquartered at 2770 Arapahoe Rd., Suite 132 #1148, Lafayette, CO. The company sells premium cannabis flower (in 1/8 oz, 1/4 oz, 1/2 oz, and 1 oz quantities), pre-rolls in single gram and multi-pack formats (Ready Roll, High Five Pack), CO2-extracted vape distillate cartridges with reintroduced cannabis-derived terpenes, and vegan infused gummies dosed at 10MG THC per serving with 100MG THC total. Distribution is conducted exclusively through licensed cannabis dispensaries across Colorado, California, Oregon, Rhode Island, New York, and Massachusetts, while branded merchandise (hats, hoodies, apparel) is sold direct-to-consumer via a separate e-commerce storefront at williesreserve.manheadmerch.com.
The company's product portfolio rests on a CO2-extracted cannabis oil distillate process for its vape line, paired with reintroduction of cannabis-derived terpenes to reproduce signature strain flavors in a discreet cartridge format compatible with branded batteries and chargers. Beyond the core cannabis SKUs, Willie's Reserve has assembled a multi-brand lifestyle ecosystem encompassing Willie's Remedy CBD wellness products, Willie's Remedy+ THC-infused social tonics and beverages, Willie's Remedy+ hemp-derived smokes, and Willie's Remedy Seed Co. for home cultivation. This portfolio is positioned for adult recreational cannabis consumers and home growers rather than medical patients, with Willie Nelson serving as founder and Chief Tasting Officer.
The business model combines wholesale-to-dispensary distribution of regulated cannabis SKUs with direct-to-consumer merchandise sales and explicit outreach for state partnership inquiries and accredited-investor capital. Pricing is set at the dispensary level across states (the company website shows placeholder $0.00 pricing for regulated SKUs), with merchandise sold at fixed unit pricing on its own storefront. The brand leverages Willie Nelson's celebrity status, mainstream media coverage, and grassroots cannabis advocacy to drive dispensary pull-through and consumer mindshare, monetizing cultural relevance as the primary differentiator in a competitive regulated landscape.
Willie's Reserve firmographics
Firmographics- Name
- Willie's Reserve
- Legal name
- Long Play, Inc.
- Website
- https://williesreserve.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Willie's Reserve is a Willie Nelson-founded premium cannabis brand operated by Long Play, Inc. that sells CO2-extracted vape cartridges, flower, pre-rolls, and infused gummies through licensed dispensaries across six U.S. states, plus branded merchandise via e-commerce.
- Ownership category
- akta.pro rank
Willie's Reserve industry classification
Industry- Product category
- Premium Cannabis Products
- NAICS
- Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991)
- akta.pro primary industry
- Cannabis Accessories & Smoke Shops (Pipes, Papers, Grinders) (CRANAHAG)
- akta.pro secondary industries
- Vape & Cartridge Accessories (Batteries, Chargers, Pods) (CRANAHAH), CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles) (CRANAHAA)
Keywords
Where Willie's Reserve is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Willie's Reserve business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Cannabis Product Sales: Revenue generated from the sale of premium cannabis flower, vape cartridges, pre-rolls, and infused edibles through licensed dispensaries and retail partners.
- Merchandise Sales: Branded merchandise including hats, hoodies, and apparel sold through the company's e-commerce storefront (manheadmerch.com). Direct-to-consumer online sales.
- Partnership & Licensing: The company explores partnerships with cannabis businesses, potentially including licensing of the Willie's Reserve brand to cultivators and manufacturers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Flower available in multiple weights |
| Unit Pricing | Pay-as-you-go | Infused Gummies - 100MG THC total |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Willie's Reserve product offering
Product offeringCore offering
Willie's Reserve is a premium cannabis product brand offering whole flower, pre-rolls, CO2-extracted vape distillate cartridges, and infused vegan gummies sold through licensed dispensaries across multiple U.S. states. The company also sells branded apparel and accessories (hats, hoodies, tees) direct-to-consumer through a separate e-commerce merchandise storefront, and operates adjacent sub-brands covering CBD, THC beverages, hemp smokes, and home-grow seeds.
Product overview
Willie's Reserve is a cannabis product line founded by Willie Nelson, offering premium cannabis products including flower, pre-rolls, vape cartridges, and infused edibles. The product portfolio consists of six core offerings: Premium Flower and Premium Flower Jars (whole cannabis flower in various quantities), Ready Roll and High Five Pack (pre-rolled joints in different formats), Vape Distillate Cartridges (CO2-extracted vape oil with cannabis-derived terpenes), and Infused Gummies (vegan edible gummies in fruit flavors). The company also sells branded merchandise through a separate Manhead Merch storefront. Related brands under the Willie's umbrella include Willie's Remedy CBD products, Willie's Remedy+ THC beverages and hemp smokes, and Willie's Remedy Seed Co.
Differentiator
Problem solved
Functional benefit
Brands
- Willie's Remedy™ CBD: CBD products line offering hemp-derived wellness products
- Willie's Remedy+™ Beverages
- Willie's Remedy+™ Smokes
- Willie's Remedy Seed Co.
Products and services
- Premium Flower Whole cannabis flower sold in multiple quantities (1/8 oz, 1/4 oz, 1/2 oz, and 1 oz), positioned as the heart of the Willie's Reserve product line and sold through licensed dispensaries in legal U.S. states.
- Premium Flower Jars Packaged cannabis flower sold in jars, with each strain selected to standards envisioned by Willie Nelson to represent his 'Legendary Stash'; available through licensed dispensaries.
- Ready Roll Pre-rolled cannabis joints available as 1 gram singles or a 2-pack of 1/2 gram ready rolls, designed for travel convenience and sold through licensed dispensaries.
- Vape Distillate Cartridges CO2-extracted cannabis oil vape cartridges in a discreet format with re-introduced cannabis-derived terpenes to bring out the special flavors of signature strains; compatible with the Willie's Reserve battery and charger, sold through licensed dispensaries.
- Willie's Reserve Infused Gummies Vegan, plant-based cannabis-infused gummies in blueberry and strawberry flavors containing 10MG THC per serving with 100MG THC total across 10 servings, sold through licensed dispensaries.
- High Five Pack Five whole-flower, no-trim, half-gram pre-rolled joints packaged together for sharing at festivals or social gatherings, sold through licensed dispensaries.
- Willie's Reserve Branded Merchandise Branded lifestyle merchandise including hats, hoodies, tees, and everyday essentials sold direct-to-consumer through the Willie's Reserve storefront on manheadmerch.com for fans of the brand, the music, and cannabis culture.
Quantifiable outcome
- 93 years of Willie Nelson's experience and brand legacy
Companies that use Willie's Reserve
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Willie's Reserve technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Willie's Reserve partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Garden RemediescoreMassachusetts-based dispensary partner offering Willie's Reserve products including the exclusive WR Red Headed Stranger product line.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Willie's Reserve competitors and assessment
Company assessmentDirect peers
- Tyson 2.0 (Tyson Ranch): Mike Tyson's cannabis brand offering flower, pre-rolls, vapes, and edibles across multiple U.S. states. Direct celebrity-founder peer with similar premium product portfolio and multi-state dispensary distribution.
- Kiva Confections: Leading premium cannabis edibles brand (chocolate, gummies) with multi-state distribution and a brand-led, quality-positioned go-to-market. Closest direct peer for Willie's Reserve's Infused Gummies product line.
- Stiiizy: Premium cannabis vape and pod brand with strong dispensary distribution and product-technology-driven positioning. Closest direct competitor to Willie's Reserve's CO2-extracted distillate vape cartridge line.
- Cookies: Founded by rapper Berner, Cookies is a premium cannabis lifestyle brand selling flower, vapes, and apparel through dispensaries. Direct comparable due to celebrity-founder model, premium positioning, and dispensary-plus-merchandise go-to-market strategy.
- Monogram: Jay-Z's premium cannabis brand launched in partnership with Caliva, focused on quality-controlled flower, vapes, and prerolls. Celebrity-founder model with similar premium positioning and dispensary distribution.
- Houseplant: Seth Rogen and Evan Goldberg's cannabis lifestyle brand focused on premium flower, pre-rolls, and home goods. Comparable celebrity-founder model with cultural authenticity emphasis and design-led brand experience.
- Lowell Farms: California-based premium cannabis brand with vertically integrated cultivation and a lifestyle branding approach. Comparable premium flower, pre-roll, and vape portfolio with dispensary distribution.
- Flow Kana: California-focused premium and sungrown cannabis brand with dispensary distribution and a strong lifestyle/farm-to-consumer narrative. Comparable premium positioning and brand-led differentiation.
- Leafs by Snoop: Snoop Dogg's licensed cannabis brand offering premium flower, vapes, and edibles, often through partnerships with multi-state operators. Highly comparable celebrity-founder cannabis brand with similar product mix and lifestyle branding.
Broad incumbents
- Canopy Growth Corporation: Large multi-state and international cannabis operator with celebrity partnerships (e.g., Houseplant) and a broad portfolio spanning flower, vapes, and edibles. Comparable as a broad incumbent with overlapping product categories and dispensary distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Willie's Reserve social profiles
Digital presenceWillie's Reserve financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willie's Reserve leadership team
Management profileNumber of profiles
Profiles1 record
Willie's Reserve funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willie's Reserve M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willie's Reserve
What does Willie's Reserve do?
Willie's Reserve is a premium cannabis product brand offering whole flower, pre-rolls, CO2-extracted vape distillate cartridges, and infused vegan gummies sold through licensed dispensaries across multiple U.S. states. The company also sells branded apparel and accessories (hats, hoodies, tees) direct-to-consumer through a separate e-commerce merchandise storefront, and operates adjacent sub-brands covering CBD, THC beverages, hemp smokes, and home-grow seeds.
Is Willie's Reserve a public or private company?
Willie's Reserve is a private company. It is classified as venture growth investor backed and is currently operating.
When was Willie's Reserve founded?
Willie's Reserve was founded in 2015. It employs 51 to 100 people.
Where is Willie's Reserve based?
Willie's Reserve is headquartered in Denver, United States, in the North America region.
How does Willie's Reserve make money?
Three revenue lines are on record. Cannabis Product Sales are the primary driver. The others are merchandise Sales and partnership & Licensing.
Who are Willie's Reserve's main competitors?
Direct peers on record are Tyson 2.0 (Tyson Ranch), Kiva Confections, Stiiizy, Cookies, Monogram, Houseplant, Lowell Farms, Flow Kana and Leafs by Snoop. Canopy Growth Corporation is listed as a broad incumbent.
Does Willie's Reserve have an API?
No public API is recorded for Willie's Reserve.
What industry is Willie's Reserve in?
Willie's Reserve's product category is Premium Cannabis Products. Its primary akta.pro industry code is CRANAHAG, Cannabis Accessories & Smoke Shops (Pipes, Papers, Grinders), with a secondary code of CRANAHAH, Vape & Cartridge Accessories (Batteries, Chargers, Pods). Its NAICS code is 459991.