In one of those moves that is so patently obvious in hindsight, legendary musician Jimmy Buffett –he of “Cheeseburger in Paradise,” “Margaritaville,” “Fins,” “A Pirate Looks Back at 40,” “Changes in Latitudes, Changes in Attitudes,” and so many more hits– has partnered with Surterra. The licensing deal will see Buffett collecting royalties from the canna company’s upcoming line of “Coral Reefer” products. Coral Reefer of course being the name of Mr. Buffett’s backing band for nearly five decades at this point.

Surterra and Jimmy Buffett Are Both Big Winners

This is a big win for Surterra, and the partnership also marks their second major move in two months. In early August, Surterra announced that Wrigley heir, Beau Wrigley would be joining their board of directors as the chairman of the board, while simultaneously leading the company’s largest funding round to date (a healthy $65 million raised.) At the time of last month’s announcement, Wrigley explained that Surterra would eventually make a move into the recreational market and, well, a licensing partnership with King Parrothead, Jimmy Buffett, is a pretty good start.

This announcement also gives investors and companies a clearer idea of Surterra’s plans for both the medical and recreational demographic audiences their targeting. In one phrase: baby boomers. Boomers, who have possibly been unfairly overlooked by some canna companies that are deliberately targeting younger “hipper” audiences, represent a tremendous opportunity for investors, what with their huge amounts of accrued wealth and desire to tap into both medical and recreational cannabis for pain relief, relaxation and so much more. And Jimmy Buffett is a perfect vessel to market towards baby boomers. This is a man whose music the entire generation has grown up and grown old with. From cassettes to compact discs to MP3s, and from concerts to Margaritaville-branded blenders and cruises, baby boomers relate and identify incredibly strongly with Buffett’s carefree lyrics and easy-rockin’ guitar licks and beats and the lifestyle his tunes all connote. This is a clear and inarguable, no-brainer of a coup for Surterra and Buffett.

Even more, this move suggests the huge amount of confidence that Surterra has in winning over new baby boomer consumers who, until recently, may have been reluctant to use cannabis products. It is, excuse us for being a broken record, yet another strong indicator of shifting public opinion on cannabis.

Interestingly, Buffett will not take an ownership stake in Surterra, and will be collecting royalties on the line of products that will include vape pens, edibles, lotions and gel caps. Less traditional cannabis products (read: non-flower products) are a rapidly growing product vertical, with edibles in particular leading the way. As we discussed last month, consumers moving en masse towards edibles over more traditional cannabis products. Citing reasons such as a healthier method to getting high and a more controlled dosage, the move makes sense for many, and investors are following suit. Investors cite, in addition to the shift in consumer tastes, non-flower products as the way to go versus flower due to their shelf stability, and also the fact that edibles, oils and other rendered products aren’t as susceptible to commodity market fluctuations like cannabis flower is.

For Jimmy Buffett and Surterra, this partnership represents a big bet on baby boomers and cannabis products. And it is a big bet that will surely pay big dividends.