It’s official. Willie Nelson plans to launch his own brand of marijuana and stores in states like Colorado, Washington, and Alaska (where it’s legal-ish). Of course, Texas might be in the running if that bill gets passed.

The 81-year-old pioneer of outlaw country made the announcement in front of his bus at his annual Heartbreaker Banquet during SXSW, according to the Daily Beast.

Willie’s spokesperson for the new brand, called Willie’s Reserve, wants it to become the “Whole Foods” of weed.

Right on, Willie. Right on.

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