Willie Nelson Fires Back at $240 Million Business “Foolishness

Willie Nelson's THC drink company Willie's Remedy+, currently valued at an estimated $240 million run rate per Inc., has built up cash reserves to weather a potential 30- to 60-day disruption under looming federal regulations.

The 93-year-old country icon co-founded the brand as a joint venture with JuneShine's Forrest Dein.

It specializes in hemp-derived THC-infused drinks.

Now the entire category faces extinction under new federal legislation that would outlaw all hemp-derived THC products in the United States.

The ban is currently slated to go into effect on December 11, 2026.

Forrest Dein, Willie's business partner, spoke with Inc. about the company's contingency plan.

"We were lucky to raise money with our partner Left Lane earlier this year, so we're in a position where we could weather a 30- or 60-day storm if we needed to," Dein stated.

The company already had a 12-month product rollout plan in place before the ban was announced.

Dein remains optimistic that Congress will come to an agreement to nullify the ban before it takes effect.

Willie Nelson himself issued a direct public statement to the publication.

He asked Congress to "stop the foolishness and pass sensible law."

Nelson drew a direct line between the current situation and the Prohibition era of 1920 to 1933.

"Prohibition won't stop people from wanting it," Willie continued.

"It just hands the market to the black market."

"I was born the year prohibition ended in 1933, and we know that approach does not work."

Nelson's statement carried a personal weight beyond business interests.

Willie's Remedy+ is a deeply personal venture for the "On the Road Again" hitmaker.

He now uses his own products because he can no longer smoke marijuana in his 90s.

"Well, I can't smoke anything anymore," he told Forbes in 2025.

"My lungs have already said, 'Don't do that.'"

"So, I don't really do anything now much except a few edibles."

The THC drink has become his primary method of consumption.

"I think it's good, the people like it from what I've seen and heard," Willie said.

"It's getting to be pretty popular out there."

Nelson also framed the business as a way to give back to the farming community.

The company uses hemp, which supports American farmers.

This mission aligns with his annual charitable concert series Farm Aid, which he has hosted for decades.

"I think we all have a reason to be here," Willie continued.

"We're all missionaries of one kind or another."

"We were all sent here to do something, and we know what it is, what it was."

"And we try to do it, we try to show people the way that we think it should be done and I'm a big believer in treating others the way you want to be treated."

The ban targets all hemp-derived THC products nationwide.

This includes not just drinks but also edibles, tinctures, and other consumables that have exploded in popularity since the 2018 Farm Bill legalized hemp cultivation.

The 2018 Farm Bill created a legal loophole that allowed hemp-derived THC products to be sold as long as they contained less than 0.3% delta-9 THC by dry weight.

Manufacturers quickly developed products using other forms of THC, such as delta-8, delta-10, and THC-O, which were not explicitly covered by the original law.

The new legislation aims to close that loophole entirely.

Willie Nelson has been one of the most prominent advocates for marijuana legalization in America.

His advocacy spans decades, long before the current wave of state-level legalization.

He has spoken openly about his own cannabis use throughout his career.

The transition to edibles and THC drinks marks a significant shift for someone who famously smoked marijuana on stage and in public for years.

His lung health forced that change.

Willie's Remedy+ was launched as a direct response to his own changing needs and the growing demand for smokeless THC options.

The brand's products are made from hemp grown by American farmers.

Dein described the company's financial preparation as a "rainy day" cash reserve.

The partnership with Left Lane Capital earlier this year provided the cushion that could keep the company alive during a short-term disruption.

But a permanent ban would be a different story.

Dein expressed hope that Congress would act before the December 11 deadline.

Willie's public statement is aimed directly at lawmakers.

He is using his platform as a cultural icon to apply pressure.

The comparison to Prohibition is deliberate and pointed.

Prohibition lasted from 1920 to 1933.

It was widely regarded as a failed policy that fueled organized crime and black markets.

Willie was born in 1933, the year Prohibition ended.

He is arguing that history is repeating itself.

The ban, in his view, will not stop consumption.

It will simply drive the market underground.