A line of cannabis strains backed by members of the Tragically Hip will carry names familiar to many of the band鈥檚 fans.

Up Cannabis investor, and Hip bassist Gord Sinclair, says the company plans to market five strains 鈥� each making a subtle nod to the Hip鈥檚 most popular songs.

One is called Grace, an ode to 鈥淕race, Too,鈥� while another will be named 50MC, a tip off to 鈥淔ifty-Mission Cap.鈥�

A couple others are more overtly named after lesser-known Hip songs, 鈥淢orning Moon鈥� and 鈥淓ldorado.鈥�

The fifth strain, Gems, derives its name from 鈥淭he Last of the Unplucked Gems,鈥� the closing track off the band鈥檚 1991 album 鈥淩oad Apples.鈥�

The marketing plan was outlined by Sinclair during a promotional event in Creemore, Ont., on Tuesday.

READ MORE:

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鈥檛 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鈥檚 North By Northeast, while Tweed has supported various festivals in different parts of the country.

David Friend, The Canadian Press

Like us on and follow us on