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

Western Canada’s only Military Tattoo returns to Vernon

The 6th annual tattoo is slated to take place July 27-28 at Kal Tire Place in Vernon.

Athletes helping athletes

While the Vernon Christian basketball team have their own games to play this weekend, they took time out of practice Tuesday to volunteer.

JUNO nominated band visits Vernon and Penticton

Tim and The Glory Boys will perform in Vernon March 9.

Special Olympic B.C. Winter Games continue in Vernon

Events conclude today. Check out what’s happening.

Nearly 200 new businesses for Greater Vernon in 2018: Chamber

Greater Vernon Chamber of Commerce says nearly 200 new businesses in 2018

Athletes hit the slopes for the final day of SOBC

The awards ceremony for all alpine skiing events took place this afternoon at the SilverStar Village Podium.

A ‘warm embrace’ for grieving parents at funeral of seven young fire victims

Mourners offered love and support to Kawthar Barho, mother of seven children

One of B.C.’s newest citizens reflects on the value of immigration

“People who come by choice to another country will do everything to contribute to that country.”

Indigenous leaders, politicians say Trans Mountain report flawed

The National Energy Board has endorsed an expansion of the Trans Mountain pipeline a second time

UPDATE: Reports of rashes prompt closure of all Harrison Hot Springs pools

Public pool available after Fraser Health shut down all five mineral pools until further notice

Team BC sitting 4th at Canada Winter Games after 1st week

Team BC ringette featuring Kelowna’s Brooklyn Keller finished 4th

Legislation to protect B.C. farmland comes into effect

Regulations enhance food security, encourage long-term farming

UPDATE: B.C. ticket holder winner of $25.9-million Lotto Max jackpot

Next draw set for Mar. 1 with an estimated jackpot of $10 million

Most Read