Willie Nelson’s Willie’s Remedy+, the THC-infused drink from JuneShine Brands, today announced the launch of its first-ever television advertising campaign, Live Like A Legend. The 90-day campaign recently debuted on YouTube and across Connected Television (CTV) channels, marking a major milestone in the brand’s push to bring premium THC beverages to consumers nationwide — and to introduce a category to the generation that helped define American counterculture.
Launched in 2025, Willie’s Remedy+ is a line of THC-infused social tonics inspired by Willie Nelson’s lifelong relationship with cannabis. Crafted with natural, hemp-derived cannabinoids and designed as a modern alternative to alcohol, the brand offers a balanced, customizable way to unwind — without hangovers.
“The biggest killer on the planet is stress and I still think the best medicine is and always has been cannabis,” said Nelson. “I gave up drinking alcohol and smoking tobacco a long, long time ago and switched to pot, I think marijuana should be recognized for what it is, as a remedy–an herb that grows in the ground. If you need it, use it.”
The campaign was created in partnership with Raindrop, the performance creative agency behind breakout work for consumer brands including Dr. Squatch, Magic Spoon, Grüns, and others. The creative centers on the brand’s tagline — Live Like a Legend — and leans into nostalgia to speak directly to Baby Boomers who grew up alongside cannabis culture but are only now encountering THC beverages as a category. The spot follows the same man across time, using warmth and wit to show that authentic living — Willie’s way — has always been the point.
“Willie Nelson didn’t just inspire this brand — he lived it. We feel lucky to be a new chapter in Willie’s legend. This campaign is our way of bringing that spirit to a wider audience and showing that Willie’s Remedy+ isn’t just for cannabis insiders. It’s for anyone who’s ever believed in living on their own terms,” said Forrest Dein, CMO, JuneShine Brands.
The decision to lead with CTV reflects both the brand’s ambitions and the channel’s unique ability to reach targeted audiences at scale — particularly older, health-conscious consumers who are increasingly curious about THC as a functional, approachable alternative to alcohol. The campaign is designed to drive awareness across Willie’s Remedy+’s direct-to-consumer platform and its rapidly growing retail footprint.
“It’s amazing to think that even though the beverage itself is relatively new, this moment has been decades in the making. Willie has been a beacon of what it means to live like a legend, not just through his music but his confidence to uniquely be himself and march to the beat of his own drum. We wanted to capture this spirit and invite people into something new, something delicious and sociable without the hangover,” added Jacques Spitzer, CEO & CCO, Raindrop.
The campaign arrives on the heels of Willie’s Remedy+’s $15 million raise to fuel national expansion, underscoring the brand’s momentum in a rapidly evolving THC beverage market. With a cultural icon at its foundation and a creative vision rooted in real human experience, Willie’s Remedy+ is building a brand that stands apart from the pack.
Willie’s Remedy+ is part of the JuneShine Brands portfolio, home to a growing family of better-for-you adult beverages crafted for people who want more from what’s in their glass.
The campaign runs through approximately late August 2026.
