Heavy Metal Mag and Berkshire Roots Launch Cannabis Brand in Massachusetts

"Is it heavy stuff?" Cheech Marin asks Tommy Chong in the opening scene of Up in Snoke.

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By Steve Bloom

"Will it blow me away?"

The word "heavy" has been part of the stoner lexicon for years. It connotes "a situation that's dangerous or unpleasant," as in, "That's heavy, man."

Combine the word with metal and you have a form of hard rock music. And also a magazine, a 1981 animated movie and now a weed brand.

Heavy Metal is partnering with Massachusetts cannabis company Berkshire Roots on a line of pot products. The two companies are announcing the formation of Heavy Metal Cannabis at NECANN in Boston this weekend. Product sales will begin in the Bay State on April 1.

The product line includes three new flower strains (Strawberry Fritter, Platinum Garlic and Tropicana Banana), prerolls, blunts, vape carts, concentrates and edibles. The packaging features the classic HEAVY METAL logo and illustrations.

One of the proprietary Heavy Metal Cannabis strains and the packaging

Heavy Metal Studios president Tommy Coriale states in a press release:

“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.”

Berkshire Roots CEO James Winokur adds:

“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 Heavy Metal Entertainment team. I think this model is gamechanging for the industry, and I can’t think of another partnership like this in the cannabis space. Our customers are going to really love this pairing.”

Berkshire Roots has stores in Pittsfield and Boston and a cultivation and processing facility. Heavy Metal continues to publish the magazine that was founded in 1977.