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Unveiling the Story of Berner’s “Cookies” Empire
One brand stands out in the cannabis industry: Cookies.
Established officially in 2012, this Bay Area-rooted flower brand has asserted its dominance on dispensary shelves. With a presence in 38 locations across seven U.S. states and an expanding global reach, Cookies has cemented its status as a household name in the cannabis market.
At its core, Cookies embodies authenticity, innovation, and top-tier genetics, positioning itself as the ultimate choice for connoisseurs.
But what propelled this brand to its current stature?
From its humble origins in the black market to its emergence as a global powerhouse, the Cookies brand boasts a narrative as captivating as the cannabis plant itself.
Let’s delve into the story behind the Cookies cannabis brand.
The Visionary Behind Cookies: Berner’s Journey into Cannabis
Gilbert Miliam Jr., widely recognized by his stage name Berner, harbored a creative passion from his formative years. Immersed in the world of hip-hop, Berner began crafting his rap skills during high school, drawing inspiration from music and pop culture – a foundation that would later shape the essence of Cookies.
At the age of 13, Berner’s first encounter with cannabis in Arizona sparked a burgeoning interest.
However, it was a high-quality strain from the Bay Area that truly ignited his fervor for plant medicine, marking a pivotal moment he describes as “life-changing.”
Upon his return to San Francisco, where medical marijuana was legally accessible, Berner wasted no time in obtaining his medical card on his 18th birthday. Regular visits to a local dispensary became routine, even as he maintained ties to the underground market.
Driven by his profound enthusiasm for cannabis and the creative process, Berner embarked on a documentary project centred around the herb.
While filming at his neighborhood dispensary, an unexpected opportunity arose – he was offered a position, which he eagerly embraced.
Berner’s journey into the cannabis industry commenced as an intake representative, eventually progressing to a budtender.
Despite his budding music career and connections in the underground cannabis scene, Berner remained steadfast in his dispensary role, recognizing the invaluable power of networking.
During his tenure as a budtender, Berner identified a crucial void in the market. Reflecting on his experience, he reminisced about vendors presenting unbranded cannabis in nondescript packaging.
Yet, he relished the opportunity to craft creative signage for the products, noting the profound impact certain aesthetics had on consumer engagement.
This observation sparked a revelation for Berner – an opportunity to revolutionize the industry.
A Stroke of Brilliance: Seeds of Cookies’ Success
Amidst his blossoming affection for cannabis, Berner identified a glaring absence of branded flower products within the market landscape.
Beyond his dispensary duties, Berner forged a deep connection with cultivator Jai, affectionately known as Jigga.
Recalling his admiration, Berner shared with Cannabis & Tech Today, “I was a huge fan, and I wanted to just let him know I wanted it all the time and went above and beyond to show him how excited I was about it.”
In a gesture of gratitude, Berner immortalized their collaboration by creating T-shirts featuring Jigga’s inaugural strain, Cherry Kush.
Infused with passion, Berner prominently showcased these shirts in his debut music video, affirming his commitment to amplifying Jigga’s craft: “I wanted to show him like ‘Yo, I want to get this shit out to the world. People deserve to taste the shit you’re creating,’” he expressed.
This ingenious gesture proved instrumental in shaping Cookies’ trajectory.
Given the federal illegality of cannabis, securing a trademark for a cannabis brand through the United States Patent and Trademark Office remains unattainable.
However, the avenue of trademarking a clothing brand emerged as a viable alternative, safeguarding the brand name and its creative output.
Thus, Cookies SF emerged as the tangible manifestation of this strategic maneuver.
Musical Bonds: Elevating Cookies’ Profile
As Berner expanded his cannabis network, his musical journey mirrored its growth. His prominence within cannabis circles facilitated encounters with stoner rap luminaries such as Wiz Khalifa, propelling his career to unprecedented heights.
Eventually, Wiz Khalifa extended a pivotal offer, signing Berner and catapulting him into the limelight alongside artists like A$AP Rocky.
Berner’s entrenchment in the music industry, coupled with his acute understanding of pop culture, played a pivotal role in Cookies’ ascent to mainstream acclaim.
A seminal moment in this trajectory occurred with the release of a video featuring Chris Brown, Wiz Khalifa, and Big K.R.I.T., wherein Berner sported a Cookies sweatshirt.
Anticipating the video’s widespread reach and its potential for television exposure, Berner strategically leveraged the opportunity: “I knew that video was going to get millions of views, and I knew it was going to be on TV,” he reflected. “I said to myself, Well if I want to launch COOKIES, this is the best way to do it.”
The Journey to Excellence: Cookies’ Rise to Prominence
In 2012, Cookies officially debuted, marking the inception of a groundbreaking era. Berner and Jigga unveiled what would soon become a hallmark strain, the renowned Girl Scout Cookies (now referred to as GSC following legal constraints from the Girl Scouts of America).
Bolstered by the endorsement of prolific artists, Cookies swiftly ascended to prominence, capturing the hearts of cannabis enthusiasts worldwide.
Fusing premium genetics with the power of social media influence, the brand orchestrated a meteoric rise, fostering a grassroots following while staying true to its core values of authenticity and innovation.
Today, Cookies stands as a paragon of excellence within the cannabis realm, revered for its unrivaled quality and diverse product offerings.
Boasting a portfolio comprising over 150 cannabis varieties and product lines ranging from indoor and sun-grown flower to pre-rolls, gel capsules, vape cartridges, CBD products, and medicinal mushrooms, Cookies has garnered global recognition.
Furthermore, Berner’s astute branding strategy, exemplified by the inception of the T-shirt line, metamorphosed into a veritable clothing empire, accruing over $50 million in revenue last year alone.
As for its brick-and-mortar establishments, Forbes reported staggering daily earnings ranging between $100,000 and $200,000, with the illustrious Mel Rose location frequently surpassing $450,000 in daily revenue.
Shaping Tomorrow: Berner’s Vision for Cookies
Even as years pass, Berner remains at the forefront of innovation, continuously devising strategies to leave an indelible mark on the cannabis industry.
His unwavering commitment extends to fostering the transition of individuals from the illicit market to the legal cannabis scene.
Mindful of his fortune, Berner actively champions the empowerment of minority entrepreneurs, striving to transform their aspirations into reality.
A cornerstone of Berner’s vision is the establishment of a “Cookies University,” envisioned as a comprehensive hub where individuals can immerse themselves in all facets of the cannabis industry, spanning from breeding and cultivation to business and branding.
Expanding Cookies’ international presence looms large on Berner’s agenda. With current stores and partnerships spanning Israel, Spain, Canada, Portugal, and the Netherlands, the brand’s global footprint continues to grow. Beyond Cookies, Berner’s portfolio boasts other notable brands such as Vibes Papers, Hemp2o, and Lemonade.
The allure of Cookies has not escaped the attention of high-profile investment groups. Despite turning down a nearly $1 billion acquisition deal for his clothing and cannabis enterprises, Berner harbors occasional doubts about his decision.
Nevertheless, he remains steadfast in his hands-on approach, believing it to be the key to Cookies’ enduring success, even in the distant future. With an extensive genetic arsenal, Berner envisions strain drops for Cookies stretching as far as 2080.
Returning to his filmmaking roots, Berner’s recent social media posts hint at a resurgence in his creative pursuits.
As he delves into crafting TV and film scripts throughout last year speculation arises about the possibility of Cookies making its cinematic debut in the years to come. Exciting times lie ahead for Cookies and its visionary founder, Berner.
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