Why it matters: Rohan Marley, entrepreneur and son of Bob Marley, has launched his own cannabis line, Lion Order. The brand echoes the principles of Rastafari and the Marley family’s spiritual beliefs, and is based on personal spirituality, as well as the role of cannabis as a sacrament within the Rastafari faith.
What they are saying: Rohan Marley has spoken about his journey in developing the brand, and about the importance of father figures, including his own father, Bob Marley. He has also discussed the genesis of Lion Order’s genetics, including his quest to recreate the aroma and taste of a particular strain he enjoyed during college, which led to the development of proprietary strains such as King Clementine.
The big picture: Lion Order is unique among celebrity-backed cannabis brands, in that it is deeply rooted in the Marley family’s spiritual and cultural history. This gives the brand a sense of authenticity that sets it apart from other celebrity-backed cannabis products, and could help to drive strong customer engagement and loyalty.
What to watch: With plans to expand to multiple US states by the end of 2023, Lion Order will be looking to establish itself as a major player in the US cannabis market. Consumers will be watching to see if the brand stays true to its core principles, and whether
