As marijuana becomes increasingly mainstream, it would be unAmerican not to have a pop culture icon become its commercial face. GQ looks into Willie Nelson’s bid to make “Willie’s Reserve” the biggest brand in legal weed:
“I’ve bought a lot of pot in my life,” Willie Nelson tells me, “and now I’m selling it back.”
Willie Nelson has this kind of answer—stock, pithy—for all kinds of questions, and he’s been using them for decades. Bring up his brief abortive stint at college studying business administration? Invariably he’ll soon say, “I majored in dominoes.” Mention the massive sum he owed the IRS in the early ’90s—somewhere between $17 million and $32 million—and you’ll get the one about how it isn’t so much “if you say it real fast.”
As time passes, the world offers up new questions, and so sometimes new answers are required. Once he reached the age when people began asking about retirement, Nelson would reply that he doesn’t do anything but play music and golf: “I wouldn’t know what to quit.” And now that one of America’s stoner icons is going into the pot business and planning to launch his own proprietary brand called Willie’s Reserve, this bought-a-lot-of-pot-in-my-life line is already on instant replay and you can confidently expect to hear Nelson use it for the next few years, anytime the subject is raised in his vicinity. In fact when we first meet, on the tour bus where he likes to do interviews and live much of his life, less than ninety seconds pass before he deploys it.
There’s a lot of shade and space behind answers like these. They leave people feeling like they’ve had a funny and intimate encounter with someone who, as Willie Nelson does, knows how to deliver them—with an amiable mischievous half-smile and a wizened wink in his eye, as though the words have just popped into his head. Answers that charm and entertain but also leave his real thoughts unbothered, his real life unruffled.
Willie Nelson has plenty of real thoughts, and he has lived a life as real and unreal as they come for eighty-two years and counting. Those stories are a little harder to shake loose, but he will share some of them, too. And when it comes to Willie Nelson, it’s worth holding out for the good stuff…
[continues at GQ]