The company, which counts everyone from a multibillionaire former venture capitalist to country music star Gary Allan amongst its investors, owns the trademark for “Weed” in the US and 70 other countries. It’s one of the rare substances whose slang term has universal recognition. Just as Coca Cola owns the trademark for “Coke,” Weed Cellars owns the trademark for “Weed Cellars” and “Weed” on any product that isn’t cannabis-infused.“Weed” is a descriptor for any product containing cannabis therefore it wouldn’t be defensible in court. Moeller claims that Canopy Growth, which trades under the “WEED” ticker on the Toronto Stock Exchange, is violating his trademark.

For now, Weed Cellars private labels its beer from the third largest craft brewer in the US and its wine from a northern Californian winery. The group has already received an acquisition offer in the hundreds of millions from a major brewer and interest from large distributors. Moeller, however, told HNGRY he is in it for the long haul, striving to build a $2bn brand. As covered in HNGRY’s latest episode about THC-infused beverages, #futureofalcohol, big alcohol conglomerates like Constellation Brands are investing in cannabis to ward off the potential threat it poses to beer and alcohol at large (see segment below).

Moeller believes that the days of consumers going into a bar and ordering a Bacardi and Coke are over and that his brand will be the antidote. “They’re going away from drinking Budweiser and Jack Daniels and they want to do something that’s fun and cool and the alcohol industry is not addressing that,” he explained. “That’s a major factor why we came out with Weed liquor and Weed wine and Weed prosecco. When you go to a party with a six pack of Weed, you’re a popular guy. There is a coolness factor to smoking weed and the alcohol industry is not addressing it.”

Weed Cellars’ wines are being tested at Albertsons in Los Angeles, Sam’s Club in Arkansas, H-E-B in Texas, and multiple Lucky Markets (owned by Kroger). You’ll also find them at Morton’s Steakhouse, Island’s Burgers, and Ruth Chris Steak House. Outside of alcohol, backpacks, and hats, the company is exploring the potential of licensing its brands for anything you could imagine, including Weed lounges. Unfortunately, potential licensees who’ve expressed interest from Miami, Austin, and Dallas would not be legally able to allow on-premise cannabis consumption, as none of those states have adult use legislation nor a permitting process for social consumption lounges. The company is in talks with brands like Vans to create a “Weed” branded line of shoes, as 85% of Vans’ customers consume cannabis, according to Moeller. He even said they’d potentially make a “Weed” brownie with no THC for Safeway.