Description: Drake now majority owner of More Life Growth, which plans to sell cannabis and related products

Source: CBC.ca – video report

Date: Nov 07, 2019

Link: https://www.cbc.ca/news/business/canopy-growth-drake-more-life-1.5351195

Questions for discussion:

• What is the benefit to partnering with a public personality like Drake?
• Are there risks to this approach to branding?