Spotlighted: Cookies – Berner’s Billion-Dollar Blueprint for Cannabis Culture

When you talk about the intersection of cannabis, culture, and clout, one name sits comfortably at the top: Cookies.

What started as a strain and a T-shirt has evolved into a global cannabis powerhouse—one that blends fire genetics, streetwear aesthetics, and a deep, unapologetic love for the plant. And behind it all? Rapper, CEO, and visionary Berner—a man who didn’t just build a brand. He built a blueprint.

Cookies is more than weed. It’s a movement. A mentality. A living, breathing symbol of what happens when you merge hustle with heritage and scale with soul.

From Strains to Streets: The Birth of a Giant

Cookies was born in the early 2010s, long before cannabis was trendy or even fully legal. At the time, Berner—already a respected rapper and cannabis connoisseur—was working alongside legendary cultivator Jigga (the breeder, not the rapper) on a new strain that would eventually change the game: Girl Scout Cookies.

That strain hit differently—potent, flavorful, and unforgettable. But it wasn’t just the flower. It was the identity Berner built around it: the Cookies name, the iconic blue color, and the idea that cannabis could live beyond the jar—on shirts, on hats, on everything.

Fast forward a decade, and Cookies is now a multinational brand with:

50+ retail locations
Dozens of proprietary strains
A wildly popular clothing line
Global licensing deals
And a presence in nearly every legal market that matters

All are built on the back of culture first.

The First Hip-Hop Cannabis Empire

Berner didn’t enter cannabis as an outsider with capital—he came in as one of us. A real smoker. A streetwise operator. A rapper who understood that weed wasn’t just product—it was lifestyle. Identity. Art. And because of that, Cookies feel authentic in a way few brands can touch.

This is the first cannabis company born from hip-hop, not just co-signed by it. And that matters. From collaborations with artists like Wiz Khalifa and Rick Ross to Cookies playlists, visuals, merch drops, and even documentary content, everything the brand touches feels like it came from the culture—not a marketing deck.

The Genetics Are Legendary

At the heart of Cookies is the flower. And let’s be clear—this isn’t mids in a hoodie. This is top-shelf genetics, bred and grown by some of the best cultivators in the game. Strains like:

Gary Payton
Cereal Milk
London Pound Cake
Georgia Pie
Bernscotti
GSC

These have all become household names for connoisseurs. And Cookies continues to drop new heat under its massive umbrella of sub-brands like Minntz, Lemonnade, Collins Ave, Grandiflora, and Runtz—pushing boundaries in flavor, terp profiles, and potency.

They don’t just follow trends—they create them.

Cookies Is the Culture

Walk into a Cookie store, and you’ll feel the difference. It’s not just a dispensary—it’s a vibe. From custom murals to curated playlists to limited-edition merch, the experience is immersive. Cookies don’t just sell weed—they build environments.

But more importantly, they open doors. Berner has been vocal about his commitment to equity, diversity, and second chances in the industry. Through social equity programs, partnerships with BIPOC operators, and collaborations with formerly incarcerated entrepreneurs, Cookies is trying to correct some of the damage done by the War on Drugs.

And that’s not just good branding. That’s real work.

Final Puff

Cookies isn’t just the most recognizable cannabis brand in the world—it’s the most respected. Built from the ground up by a rapper who bet on the plant when few would, Cookies has grown into a billion-dollar empire without ever losing its roots.

It’s street and elite. Cultivated and curated. Scaled but still soulful. And as the cannabis industry continues to evolve, Cookies isn’t just keeping up—it’s leading the pack with fire genetics, cultural currency, and the kind of brand loyalty money can’t buy.