Forbes drink the Kool Aid…
Shawn “Jay-Z” Carter’s high-end cannabis brand, Monogram, launches its first products in California on Thursday with a four-strain line of craft, indoor-grown cannabis flower and joints.
The company’s flagship product is the “OG Handroll,” a 1.5-gram joint rolled by “highly trained artisans,” the company says, that use a technique Monogram developed over a year. The joint is made with small-batch flower and is supposed to burn like a premium cigar. And it retails for nearly twice as much at $50.
Monogram’s cannabis strains—named No. 88, No. 96, No. 70 and No. 01 and developed by veteran grower DeAndre “De” Watson —come in three strengths: “light,” “medium” and “heavy.”
Michael Auerbach, the founder and chairman of Subversive Capital Acquisition Corp., a special purpose acquisition company that announced a deal to acquire Jay-Z’s Monogram and California cannabis company Caliva last month, says Jay-Z is not just a front man for the brand.
“He’s a real executive, he’s not some ancillary ambassador who says something nice about us once a year,” says Auerbach. “He’s the tip of our spear who’s building out our house of brands, like he has done with Aces of Spades and D’Ussé.”