As marijuana becomes more acceptable and its consumer base grows, companies are aiming for prestige.

Despite being expensive and sometimes rare, cannabis isn’t typically considered a luxury good.

It’s too closely associated with slovenly, underperforming young men to convey wealth or style.

But as cannabis becomes more acceptable and the consumer base grows to include more women and affluent professionals, some companies are aiming to become prestige brands.

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Alex Halperin ~ TheGuardian.com

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