Weed enthusiast and country music legend Willie Nelson is planning to launch his own brand of marijuana, as well as a chain of stores across the US in states where pot is legal. The 81 year old’s plans were first announced during his appearance at last week’s South by Southwest festival, but have since been confirmed by the brand’s spokesperson, Michael Bowman, in an interview with the Daily Beast.

Willie Nelson is turing his love of pot into a business

The brand will reportedly be named ‘Willie’s Reserve’ and will be accompanied by a chain of marijuana stores, which are expect to roll out in 2016, in the states where the drug has become legal.

Bowman described the project as reflective of Nelson’s passion, saying that the signer “has spent a lifetime in support of cannabis, both the industrial hemp side and the marijuana side.”

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“Really he wants it, at the end of the day, to envelop what his personal morals and convictions are. So from the store itself to how they’ll work with suppliers and how things are operated, it’s going to be very reflective of Willie’s life,” Bowman told the Daily Beast.

“This is a culmination of Willie’s vision, and his whole life. I’m not sure any of us could have predicted how fast the dominoes would start falling once they started falling (as far as legalization),” Bowman added.

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“And You have the men like Willie who’s been out there getting arrested, standing up saying what’s right, and not wavering from that core.”

Nelson has long been vocal about his support for legalising marijuana and has in the past admitted to smoking pot during a visit to the White House in the 1980s. He has also been arrested several times for marijuana possession, including in 2010 when his tour bus was found to be containing six ounces of the drug.