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

Spirit North funding annoucement now expected any day

Indigenous Services Canada annouces new timeline for funding annoucement

Kitwanga inches closer to ambulance station goal

This year’s Humpy Run raises close to $20,000.

Anglers furious over VIP fishing trip

DFO, SkeenaWild both investigating legality of FN research licence to fishing party

Kool-Aid Man bails on Terrace and Kitimat mayoral race

Says he has accomplished goal of raising electoral awareness

Terrace Northmen earn third place in rugby provincials

The two-time reigning champs took home the bronze medals this year

64 cats seized from ‘bad situation’ now in BC SPCA care

The surrender is part of an ongoing animal cruelty investigation with BC SPCA Special Constable

B.C. co-op develops tech to help prevent ODs, especially for alone users

Brave Technology has been awarded $200,000 in the Ohio Opioid Technology Challenge

Recent jump in U.S. butter imports? All smooth, says Canadian dairy farmers

U.S. farmers recently enjoyed extra access to the Canadian market

Potential replacements for Phoenix pay system to start testing soon: Brison

Testing of prototypes to replace troubled federal pay system will begin within weeks

Nanaimo’s Tilray Inc. briefly the world’s largest cannabis company

The company, only listed in the US, nearly reached $300 in afternoon trading on Wednesday

Woman who helped kidnap Elizabeth Smart released from prison

Smart was 14 years old when she was snatched from her Salt Lake City home in 2002 by street preacher Brian David Mitchell

New York books editor out after backlash over Jian Ghomeshi essay

Ian Buruma, who was appointed as editor of the New York Review of Books in late 2017, no longer works for the publication

B.C. couple plans sustainable, zero-waste life in the Shuswap

Plan includes building a tiny house before the snow flies

Housing slowdown forecast to cool B.C. economy

Conference Board says pipeline, trade uncertainty affecting investment

Most Read