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

Castor, Forestburg, coal workers get $257,644 to transition to low-carbon economy

Two transition centres will serve seven communities in the Battler River Region

Castor Trap Club plans for the future

Castor town council vote in favour of extending lease 10 years

RCMP ask public’s help in finding trailer stolen from Castor Bottle Depot

Along side of trailer are words ‘Squirrel Creek’ in small yellow letters

Paintearth County eyes Valley Ski Hill viability

Slope erosion and ageing equipment are factors

Halkirk holds market

Annual Christmas event

Winter weather hits parts of Canada

As some parts of the country brace for cold, parts of B.C. remain warmer than 10 C

Paintearth County council going door to door

Aims to increase community engagement

Canada’s health system commendable overall but barriers to care remain: UN

The United Nations says Canada’s health care system is “commendable” overall but vulnerable groups still face barriers to quality care.

Fashion Fridays: 5 coats you need this winter!

Kim XO, lets you know the best online shopping tips during Fashion Fridays on the Black Press Media Network

Saskatchewan college honours memory of Humboldt Broncos coach

Darcy Haugan wore jersey No. 22 when he was a star player with the Briercrest College Clippers

Liberals to act quickly if Saturday midnight deal deadline breached: source

Oh Friday, Canadian Union of Postal Workers said it would not bring the latest offers to a vote of its members

Police probe several allegations of sex assault at Toronto school

Police say they have learned of other incidents of alleged assault and sexual assault

VIDEO: The definition of a kilogram has officially changed

50-plus countries voted to a ground-breaking overhaul to the international system of measurements

Missing-persons list tops 600 in fire-stricken California

Disaster escalates as officials raised the death toll to 63

Most Read