Cannabis company Lowell Herb Co has teamed with country music star Billy Ray Cyrus to create a limited-edition line of cannabis pre-rolls.
According to Variety, the line features a cannabis blend personally curated by Cyrus. The line’s packaging was inspired by Cyrus’ new music project, “Mama Kush.”
Cyrus and Lowell Herb Co’s product comes as cannabis sales have increased during stay-at-home orders due to the COVID-19 pandemic. CNBC recently reported that Cowen Research found the weekly average sales of cannabis in March were up 17 percent year-over-year in California, Washington, Nevada and Colorado. Increases in sales could be attributed to the essential status of dispensaries, which allow cannabis retailers to stay open during state-wide business closures due to the pandemic.
The Lowell Herb Co partnership with Cyrus comes following a string of similar deals with influencers and celebrities. Lowell has previously partnered with “C.J.” Wallace, son of the late rapper Notorious B.I.G., and Jack Herer, cannabis activist. More widely, the cannabis industry has also seen a slate of partnerships, including a recent deal between Flower One and LVV.