Grace, Morning Moon: Tragically Hip songs lend names to pot producer’s strains

Canadian band members hold financial stake in company that plans to market five strains

The Tragically Hip, from left, Gord Sinclair, Johnny Fay, Rob Baker and Paul Langlois arrive on the red carpet for the movie Long Time Running during the 2017 Toronto International Film Festival in Toronto on Wednesday, September 13, 2017. (THE CANADIAN PRESS/Frank Gunn)

A line of cannabis strains backed by members of the Tragically Hip will carry names familiar to many of the band’s fans.

Up Cannabis investor, and Hip bassist Gord Sinclair, says the company plans to market five strains — each making a subtle nod to the Hip’s most popular songs.

One is called Grace, an ode to “Grace, Too,” while another will be named 50MC, a tip off to “Fifty-Mission Cap.”

A couple others are more overtly named after lesser-known Hip songs, “Morning Moon” and “Eldorado.”

The fifth strain, Gems, derives its name from “The Last of the Unplucked Gems,” the closing track off the band’s 1991 album “Road Apples.”

The marketing plan was outlined by Sinclair during a promotional event in Creemore, Ont., on Tuesday.

READ MORE: Tragically Hip singer-songwriter Gord Downie dies at 53

It comes as some licensed marijuana producers look for creative ways to resonate with customers while staying in the boundaries of government regulations. Celebrity endorsements for cannabis will be prohibited when the legalization of recreational pot takes effect on Oct. 17.

Members of the Hip hold a financial stake in Up Cannabis, which means their involvement isn’t explicitly considered a celebrity endorsement, like someone hired to represent the product.

Other companies have been taking different avenues to drum up attention for their cannabis lines. Aurora Cannabis sponsored a number of recent music events, including Toronto’s North By Northeast, while Tweed has supported various festivals in different parts of the country.

David Friend, The Canadian Press

Like us on Facebook and follow us on Twitter

Just Posted

Risk of ‘deadly avalanches’ leads to warning for B.C.’s south coast

Weak layer of snow on Vancouver Island, Lower Mainland could trigger an avalanche

Geography among factors behind Saanich’s place on worst intersection list

Site of McKenzie Interchange Project ranks as worst intersection on Vancouver Island

Deer study using collars, cameras under watchful eyes outside of Victoria

Method ‘could revolutionize how we go about doing wildlife studies of this kind,’ says scientist

Victoria parking fees bring in more than $17 million every year

Parking fees make up seven per cent of the city’s annual revenue

CRD commission votes against alternate Malahat route through watershed

Commission voted unanimously after several speakers at meeting

POLL: Will you be wearing pink to take a stand against bullying

Schools and workplaces across Greater Victoria and around the province will be… Continue reading

Wife remembers B.C. man killed in possible case of mistaken identity

Rex Gill was in Kamloops working to support his family after oilfield job dried up

Early morning shooting in Courtenay

Reporter at taped-off scene outside apartment complex

One dead, two seriously injured in Hwy 4 crash west of Port Alberni

A man has died following a single-vehicle collision west of Port Alberni… Continue reading

New report calls for regulated heroin sales to curb B.C.’s overdose problem

B.C. Centre on Substance Use points to organized crime and money-laundering as contributing factors

Millennial men least likely to have a family doctor: Statistics Canada

Report found more women have primary care physicians, compared with men

Greater Victoria Wanted List for the week of Feb. 19

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

70% of Canadians agree with mandatory vaccines for children: poll

The debate for pro and anti vaccinations has heated up after a measles outbreak in Vancouver

Most Read