Less than two years after announcing a partnership with rapper Drake, Canopy has ended the relationship.
“We have indeed divested from More Life and the facility in Scarborough which had been intended to be part of that agreement is now Canopy Growth’s R&D facility, where we will work on plant science and science development projects,” a Canopy spokesperson told BNN Bloomberg.
COVID casualty
From Jay-Z to Jim Jones to Lil Wayne, there’s no shortage of rappers in the cannabis game. But perhaps after experiencing challenges with its former Leafs by Snoop (now LBS) brand with Snoop Dogg, Canopy and Drake were planning something different from a straightforward weed brand.
“In many regards, at its essence, it’s almost a real estate play where More Life is going to do a lot of activity on cannabis destinations,” CEO David Klein told BNN Bloomberg in August. “I don’t know if that still fits anybody’s way of thinking, at least in the COVID world.”
Wellness wins
Canopy also has no shortage of celebrity partnerships already in the works, albeit more focused on the COVID-friendly wellness side. The company recently announced it was taking its partnership with Martha Stewart to a new level, appointing her to strategic advisor status with the company. And while Seth Rogen’s Houseplant brand may not be taking off in Canada, the premium flower brand seems to be well-received in California so far.
