Bullrider, a cannabis brand with a storied history in the Canadian cannabis landscape, is welcoming Aubrey Drake Graham (“Drake”), a Grammy-award winning rapper, singer-songwriter and producer as the brand’s new partner and strategic advisor.
Under this partnership, Drake joins OVO co-founder and producer, Noah “40” Shebib as an investor, partner and advisor. 40’s involvement with the brand was spurred by the brand’s namesake strain, Afghani Bullrider, which he credits as a life-changing product that has helped manage symptoms related to his decades long journey with multiple sclerosis. Drake now joins Bullrider, a subsidiary of Robes Inc., as co-owners alongside industry veterans 40, Maxim Zavet and Lorne Greenberg. The brand’s offerings have expanded to multiple high-grade strains, merchandise, retail and premium cannabis products.
Encouraged by 40’s tenacity and knowledge of the recreational cannabis space, Drake will play a role in advising and helping with strategy as part of the brands mission to bring an unmatched cannabis experience to the North American market. “I’ve always viewed 40 as the expert when it comes to cannabis so I’m very excited to invest, partner and contribute to setting a new standard for a premium cannabis experience.” said Drake.
“My involvement with Bullrider stems from the urge to help consumers access high-grade strains with the same recreational therapeutic benefits that I’ve been able to enjoy,” said 40, “It’s not just another cannabis brand, Bullrider has a deep reverence for quality cannabis and its medicinal properties which I’ve always been extremely passionate about.”
“At the heart of Bullrider is the convergence of street art, hip-hop and limited premium Cannabis product drops,” said CEO Maxim Zavet. “We’re honored to create a space for Drake and 40 to continue their iconic partnership in lending their innovation and drive to sharing our products with the world.”
Bullrider is set to open their unique farm-gate flagship store in Brampton, Ontario offering a one-of-a-kind cannabis production and retail experience in October 2021.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.