Justin Bieber officially enters the cannabis industry with Peaches, a limited-run weed product that comes in a sleek, stylized preroll joint pack. Peaches is made exclusively with the cannabis brand Palms Premium. Adults and medical cannabis patients across the country can purchase Bieber’s weed beginning on October 4, 2021. It will be sold in four states: California, Nevada, Massachusetts, and Florida.
Bieber is a Grammy-award winning artist with a voracious, international fan base that includes 198 million followers on Instagram alone. Bieber’s viral mention of cannabis in the song “Peaches” off of his latest album Justice is the namesake inspiration for this preroll pack.
In California, you can find Peaches on shelves at select dispensaries including Haven and MedMen, as well as through delivery partnerships with Eaze and Amuse. In Nevada, expect to see the Peaches line grown by Flower One and sold at MedMen and Planet13. In Massachusetts, Peaches will be sold at NETA Dispensaries and in Florida, it will be found at Surterra Wellness retail stores through a partnership with cannabis cultivators at Parallel in both states.
“Our goal with Palms is simply to open the conversation and destigmatize recreational cannabis,” says Tyler Breton, co-founder of Palms. Breton says the Palms brand is for “not only experienced users, who will appreciate the quality and attention to detail, but first time and casual consumers exhibiting the approachability and benefits of our products.”
Founded in 2018 with headquarters in Hollywood, Palms is an elevated preroll brand that can be found on shelves throughout Nevada and California. Palms and Bieber came together through a mutual connection in the industry: Ceres, Scooter Braun’s cannabis fund. Braun is Bieber’s longtime manager. Ceres is a SPAC that invests in international brands with a focus on cannabis wellness, CBD, and health.
“We’re pretty excited about it,” says Noah Annes, co-founder of Palms. “The whole goal of Palms is to destigmatize cannabis consumption. To be approachable, to be elevated, for people who are less familiar or comfortable with cannabis. To work with Justin is really consistent with our mission.”
Bieber has used his celebrity status to be candid about his mental health journey. The musician offered an intimate portrait of his struggles with mental health on his YouTube Original docuseries Seasons.
“Justin [Bieber]’s vulnerability and openness about his mental health struggles impressed us beyond measure, and we knew immediately we would want him to be at the helm of our first-ever collaboration,” says Annes. “With Justin’s help shining the spotlight on these important topics, we hope to inspire others to talk more freely about both mental health and cannabis consumption.”