Carlos Santana Launches Cannabis Brand ‘Mirayo by Santana’

Lead Photo: Photo by Scott Dudelson/Getty Images
Photo by Scott Dudelson/Getty Images
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“There’s a divine light in each of us.” That’s the mantra that greets parties interested in Carlos Santana’s new premium cannabis products line, Mirayo by Santana, available now in Bay Area and Southern California shops, several of them Latinx-owned.

Strains named Radiance, Symmetry, and Centered encourage a specific “mind-body energy flow” to help folks achieve that inner illumination. (You can probably guess which is a sativa, hybrid, or indica.)

With his Latin heritage and commitment to spiritual well-being in mind, a press release states, the line’s products “leverage the power of ancient remedies and act as a guide for consumers on their path to discovering their divine light.”

The 73-year-old guitar legend adds that “cannabis has special properties that enhance meditative reflection and creative expression. It can dispel negative doubt to reveal the everlasting gift of our uniqueness.” He hopes people will use the products “as a door to a more benevolent behavior like kindness and compassion.”

Mirayo was created in partnership with Left Coast Ventures, a California company that does everything from cultivate to distribute to, of course, build brands. Its claims to be a diversified entity, but on the site it looks like primarily white or white-passing people comprise the higher-ups.

While the push for “priority placements” at Latinx-owned shops is great, a more diverse team—including at the top—in its parent company would be an additional way to honor the divine light in Black and marginalized folks.