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

Lightning strikes across B.C. Interior

Residents are being asked to go inside until last rumble of thunder

Salmon Arm Fire Department adding all-terrain vehicles to fleet

City council approves purchase of two new side-by-sides for off-road access

Salmon Arm firefighters respond to report of smouldering railway track

Small hot spot reported near Pierre’s Point, passerby said to have extinguished it

New ways to play coming to Sicamous Beach Park

Sicamous council green-lights funds for floating play structures plus water and lighting projects

Alberta man drowns in Mara Lake near Sicamous

The 26-year-old man’s body was retrieved on July 16

Trudeau asks transport minister to tackle Greyhound’s western pullout

Prime Minister Justin Trudeau says he’s asked Transport Minister Marc Garneau to find solutions in Greyhound Canada’s absence.

Lightning strikes West Kelowna condo

Fire crews were called to a building on Carrington Road Tuesday night

Lightning sparks wildfires in Vernon

Tuesday night storm causes wildfire in BX and residential fire in East Hill

UPDATE: Smoke rising from Okanagan Mountain Park hills

Lightning may have sparked a fire in the hills across from Peachland

Update: Lightning sparks blaze above Summerland

Firefighters are battling the small fire from the area that occurred Tuesday shortly after 7 p.m.

UPDATE: Crews battle wildfire near Big White

Joe Rich Fire Department responding alongside Big White Fire Department and provincial crews.

Hub for mental health and addictions treatment opens at B.C. hospital

St. Paul’s Hospital HUB is an acute medical unit that includes 10 patient beds

Pike Mountain fire continues to grow – quadruples in 24 hours

Fire threatens area consumed in 2017 by a 3,500 hectare blaze

Vernon Knights hire Van Horlick

New head coach of Junior B franchise in Armstrong

Most Read