Inside ACE Venture: The Celebrity-Backed Cannabis Company Reshaping New York's Industry

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A New House of Brands Model for New York Cannabis ACE Venture, LLC, a cannabis holding company, Has officially rolled out its house-of-brands strategy. The initiative is anchored by celebrity partnerships with Rohan Marley, Kareem "Biggs" Burke and Gee Roberson , and is built around combining solid business infrastructure with cultural credibility and a strong sense of community ownership across the state's cannabis market. Photos from the announcement show the founders alongside New York Governor Kathy Hochul. The Vireo Health Acquisition A key part of ACE Venture's strategy came through its recent acquisition of a 51% stake in Vireo Health of New York. Founder and CEO Steven Acevedo pointed to the importance of teaming up with partners who share the company's values and who support New York's cannabis equity program. Thanks to the acquisition, ACE Venture can now offer operational scale, tools and support to emerging cannabis brands, leaning on both its MWBE certification and Vireo Health New York's existing medical cannabis license. Alongside the acquisition, the company introduced Boukét, its flagship cannabis lifestyle brand. The name is a nod to a Prohibition-era codeword once used for cannabis in Harlem's jazz scene, and the brand is built around ideas of intentional living, authenticity, personal ritual and community. Celebrity Partners Bring Their Own Brands to the Table Rohan Marley – Lion Order Rohan Marley's contribution to the ecosystem is Lion Order, a lifestyle brand centered on legacy, wellness and community that officially launched on April 20, 2026. Marley has spoken about the brand's respect for New York's culture, along with its focus on quality and deeper personal values. Kareem "Biggs" Burke – RËDO96 Kareem "Biggs" Burke brings RËDO96 to the lineup, a brand built with the intention of becoming a lasting, classic product rather than a quick trend. Burke has compared the process to his experience helping build Roc-A-Fella Records, stressing the value of patience and of honoring the legacy cannabis sellers who came before this generation of entrepreneurs. Gee Roberson – Cultural Creative Partner Gee Roberson joins ACE Venture as Cultural Creative Partner, drawing on his extensive background in music, fashion and lifestyle to help shape Boukét's overall creative direction and cultural voice. Beyond its celebrity partners, ACE Venture has built out a leadership team with backgrounds spanning finance, law, design and entertainment. That group includes Roy and Maia Nachum of Mercer Labs, along with Kenji Fujishima and Arthur Isagholian of Craft Cartel, each bringing their own specialized expertise to the company. Through this combination of talent, ACE Venture is positioning itself to redefine what cannabis ownership looks like in New York, betting that culture, community and commerce can genuinely grow together

A New House of Brands Model for New York Cannabis

ACE Venture, LLC, a cannabis holding company, Has officially rolled out its house-of-brands strategy. The initiative is anchored by celebrity partnerships with Rohan Marley, Kareem "Biggs" Burke and Gee Roberson, and is built around combining solid business infrastructure with cultural credibility and a strong sense of community ownership across the state's cannabis market. Photos from the announcement show the founders alongside New York Governor Kathy Hochul.

The Vireo Health Acquisition
A key part of ACE Venture's strategy came through its recent acquisition of a 51% stake in Vireo Health of New York. Founder and CEO Steven Acevedo pointed to the importance of teaming up with partners who share the company's values and who support New York's cannabis equity program. Thanks to the acquisition, ACE Venture can now offer operational scale, tools and support to emerging cannabis brands, leaning on both its MWBE certification and Vireo Health New York's existing medical cannabis license.

Alongside the acquisition, the company introduced Boukét, its flagship cannabis lifestyle brand. The name is a nod to a Prohibition-era codeword once used for cannabis in Harlem's jazz scene, and the brand is built around ideas of intentional living, authenticity, personal ritual and community.

Celebrity Partners Bring Their Own Brands to the Table
Rohan Marley – Lion Order

Rohan Marley's contribution to the ecosystem is Lion Order, a lifestyle brand centered on legacy, wellness and community that officially launched on April 20, 2026. Marley has spoken about the brand's respect for New York's culture, along with its focus on quality and deeper personal values.

Kareem "Biggs" Burke – RËDO96

Kareem "Biggs" Burke brings RËDO96 to the lineup, a brand built with the intention of becoming a lasting, classic product rather than a quick trend. Burke has compared the process to his experience helping build Roc-A-Fella Records, stressing the value of patience and of honoring the legacy cannabis sellers who came before this generation of entrepreneurs.

Gee Roberson – Cultural Creative Partner
Gee Roberson joins ACE Venture as Cultural Creative Partner, drawing on his extensive background in music, fashion and lifestyle to help shape Boukét's overall creative direction and cultural voice.

Beyond its celebrity partners, ACE Venture has built out a leadership team with backgrounds spanning finance, law, design and entertainment. That group includes Roy and Maia Nachum of Mercer Labs, along with Kenji Fujishima and Arthur Isagholian of Craft Cartel, each bringing their own specialized expertise to the company. Through this combination of talent, ACE Venture is positioning itself to redefine what cannabis ownership looks like in New York, betting that culture, community and commerce can genuinely grow together