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

RND director says filming of ‘Sonic’ caused disruption

Veenhof wants regional district to have filming permits in future

Parksville-area graffiti tagger arrested by RCMP

Existing court conditions required that suspect not be in possession of graffiti-making material

Winner crowned at Qualicum Bay Art Battle

Island painters compete in 20-minute art challenge

Seeing double, the trials and tribulations of twins

BIG READ: Three Vancouver Island mothers share their experiences with multiple births

VIDEO: Man extracted from vehicle eight hours after accident near Cameron Lake

People making pit stop at picnic area made crash discovery

Environment Canada confirms Ottawa area hit by two tornadoes Friday

At one point more than 200,000 hydro customers were blacked out

B.C. man fined $15,000, barred from trading securities for fraud

Larry Keith Davis used money from an investor to pay personal bills

Emergency crews investigate small sulphuric acid spill in Kootenays

IRM states a small volume of less than one cup and three dime-sized drips were leaked from carrier

Family, friends of B.C murder victim want killer sent back to max security facility

Group wants convicted murderer Walter Ramsay sent back to a maximum security facility

B.C. VIEWS: Looking under the hood of ICBC’s war on crashes

Is our accident rate really soaring, or is it inefficiency?

B.C. tent city residents have three weeks to clear out: Supreme Court

Fire risk, criminal activity in neighbourhood cited as reasons for judgment

Coaches, players on Alberta university rugby team buckle up for the Broncos

16 people died when Humboldt Broncos bus collided with a semi-truck in rural Saskatchewan

The Vatican ‘owes God an apology,’ activist says in letter to Pope Francis

Letter came after a report on sexual abuse of more than 1,000 children in six Pennsylvania dioceses

Most Read