Much like peanut butter and jelly or bacon and eggs, some combinations are so complementary to each other that they will forever be embedded in the cultural zeitgeist as one singular unit. Perhaps no relationship in the natural universe makes more sense together or is more inextricable than the colossal, world-bending effects of weed and science fiction.
As reported by High Times, Heavy Metal Entertainment announced its partnership this week with Berkshire Roots, a licensed cannabis company to develop a line of products for the Massachusetts market under the name “Heavy Metal.”
As pioneers of adult science fiction and fantasy, Heavy Metal Entertainment (HME) is a longtime fixture of the counterculture. The print publication Heavy Metal was launched to showcase a new breed of comic book-oriented artists and authors, unafraid to tackle adult themes. In 1981, Heavy Metal teamed up with iconic director Ivan Reitman to create the cult classic film, forever changing the faces of fantasy and science fiction in the mainstream.
In a joint statement from the two companies, CEO of Berkshire Roots James Winokur said:
“Building on the reputation and consumer loyalty Berkshire Roots has established since it launched, we are now in a position to guide other brands that want to enter the cannabis market and Massachusetts specifically. We want to work with unique offerings that set themselves apart in a crowded field. When I first started thinking about the Heavy Metal brand and how creative we could get in our product offerings, I became really passionate about working with the HME team. I think this model is game-changing for the industry … Our customers are going to really love this pairing!”
Heavy Metal Studios President Tommy Coriale had this to say about the new venture:
“When we were all introduced to Berkshire Roots, we immediately gravitated to the idea of a connection between our brand and cannabis. As conversations with company management went on and Heavy Metal got a glimpse of their follow-up product ideas, we grew increasingly excited as they really understood the DNA of the brand and its commitment to enhancing our customer experience in unexpected ways. We can’t wait to see this product connect to both the long-time fans, and the younger generation who are just getting to know Heavy Metal for the first time.”
The new line of products will be available in licensed Massachusetts dispensaries in April.
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