Willie Nelson’s THC beverage brand raises $15 million to fuel US retail expansion

Nov - Food Bev - Website Banner - TIJ vs TTO 300x250.gif

Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Subscribe now >

US-based cannabis beverage brand Willie’s Remedy+ has raised $15 million in a Series A funding round to support a national retail rollout, as THC-infused drinks gain traction with mainstream consumers.

The round was led by Left Lane Capital with participation from Second Sight Ventures.

Since launching less than a year ago, the brand said it has sold more than 400,000 bottles online, achieving a projected annualised revenue run rate of roughly $80 million.

Willie’s Remedy+ offers THC-infused spirits, seltzers and shots formulated with hemp-derived cannabinoids, including THC, CBD and CBG, alongside L-theanine.

The brand is positioned as an alternative to alcohol, delivering a short-acting, balanced experience that appeals to both cannabis-curious consumers and regular users.

The funding will support a retail expansion in 2026, leveraging JuneShine Brands’ – the commercial and distribution partner behind Willie’s Remedy+ – established three-tier distribution network.

Willie’s Remedy+ plans to launch with a ten-SKU portfolio across outlets including Total Wine, Lowe’s, Binny’s and TXB. The brand previously tested limited retail placements, quickly ranking among top-selling THC beverages.

“Retail will become our primary growth engine,” said Greg Serrao, co-founder and CEO of JuneShine Brands, which provides sales, marketing, and distribution for Willie’s Remedy+.

For investors and industry observers, the round underscores growing consumer demand for cannabis beverages and signals the potential for category expansion beyond online sales.

Left Lane Capital partner Laura Sillman said the brand’s combination of “cultural authenticity” and repeatable consumer occasions made it an attractive investment in the evolving cannabis sector.

Willie’s Remedy+ also integrates social responsibility into its business, contributing to Willie Nelson’s Farm Aid Foundation to support US farmers.

The brand’s growth reflects broader trends in functional, alternative adult beverages as cannabis legalisation expands in the US, creating new opportunities for beverage manufacturers, distributors, and retailers looking to capitalise on the emerging THC-infused drinks category.