The Rise of Cookies: How a Legendary Cannabis Strain Built an Empire
In the ever-evolving landscape of cannabis culture, few names resonate as powerfully as "Cookies." What began as a distinctive strain in San Francisco has blossomed into a global phenomenon, spawning not just a multitude of related genetics but an entire lifestyle brand that has redefined cannabis marketing and consumption. At the center of this remarkable story stands Gilbert Anthony Milam Jr., better known as Berner, whose entrepreneurial vision transformed a garage-bred strain into a billion-dollar empire.
The Origins of a Legend
The Cookies strain (originally known as "Girl Scout Cookies" or "GSC") first emerged around 2010-2011 in the San Francisco Bay Area. Its creation is credited to the collective known as the Cookies Fam, a group of passionate breeders and cultivators led by Berner and a geneticist known as Jigga.
The strain's genetics represent a masterful cross between two already legendary varieties: OG Kush, an indica-dominant strain known for its earthy, citrusy profile and potent effects, and Durban Poison, a pure sativa from South Africa celebrated for its sweet aroma and energizing properties. Some accounts also suggest Cherry Kush was included in the mix, creating a three-way cross that would become cannabis history.
What made Cookies special from the beginning was its unique terpene profile that produced an unmistakable sweet, doughy aroma reminiscent of freshly baked cookies – hence the name. The buds themselves were visually striking: dense, frosty nugs with vibrant purple hues and platinum coloring that stood out immediately on dispensary shelves.
The Berner Factor: From Budtender to Business Mogul
The story of Cookies is inextricably linked with Berner's own remarkable journey. Born in Arizona to a middle-class family with a chef father, Berner eventually found himself in San Francisco, where his passion for cannabis began to shape his future.
As a young man, Berner worked as a budtender at The Hemp Center dispensary on Balboa Street in San Francisco. This position gave him unique insights into what customers wanted and valuable connections within the growing cannabis community. It was during this time that he met Jacka, one of the original members of the Cookies Fam collective, forming a friendship that would prove instrumental to the brand's eventual success.
Berner's other passion – music – would become the unexpected catalyst that launched Cookies into the stratosphere. As a rapper, he developed connections in the hip-hop world, most notably with Wiz Khalifa. In 2010, when Khalifa visited San Francisco, Berner seized the opportunity to introduce him to the Cookies strain. Wiz was immediately impressed and began promoting it through his considerable platform, even featuring Cookies references in his music.
The viral moment came when Berner appeared in his "Yoko" music video alongside Chris Brown while wearing Cookies-branded merchandise. This strategic product placement brought mainstream attention to the brand, creating buzz far beyond traditional cannabis circles.
The Genetics Behind the Hype
While marketing genius certainly played a role in Cookies' success, the strain's popularity isn't just clever branding – it delivers a genuinely distinctive experience that consumers found compelling. The genetic combination created a near-perfect balance between relaxation and euphoria, offering users an experience that was potent without being overwhelming.
Cookies typically tests at around 18-28% THC content, making it considerably stronger than average strains of its era. The terpene profile combines myrcene (providing earthy, musky notes), limonene (adding citrus freshness), and caryophyllene (contributing spicy, peppery undertones). This combination creates not just the signature aroma but influences the overall experience.
The strain's effects were described as balanced and versatile – beginning with an uplifting cerebral sensation that gradually transitions into deep physical relaxation. Users reported that unlike some potent strains that leave you locked to the couch, Cookies maintained a functional quality that made it suitable for various settings.
As its reputation grew, the demand for Cookies genetics skyrocketed, with cuttings being passed between growers and breeders across the country. The strain began winning cannabis competitions and dominating dispensary menus, particularly in California.
Building the Cookies Empire
Recognizing the potential of what they had created, Berner made a pivotal business decision that would change cannabis branding forever. Due to federal regulations prohibiting the trademarking of cannabis strains and products, Berner instead trademarked "Cookies SF" as a clothing brand. This ingenious move allowed him to protect the brand identity while building a legitimate business infrastructure around it.
The clothing line, featuring the distinctive blue branding and Cookies logo, became a streetwear phenomenon in its own right. People who might never have consumed cannabis were suddenly sporting Cookies merchandise, creating walking advertisements for the brand and contributing to its normalization in mainstream culture.
In 2012, Berner officially launched Cookies Enterprises, beginning the transition from underground phenomenon to legitimate business empire. Over the following years, the Cookies team expanded their genetics library, introducing numerous phenotypes and hybrid strains that built upon the original's legacy.
Some notable variations included:
- Thin Mints (a phenotype of the original GSC)
- Platinum Cookies
- Sunset Sherbet
- Gelato
- London Pound Cake 75
- Cherry Pie
- Gary Payton
- Cereal Milk
Each new strain maintained the quality standards and innovative approach that made the original a hit, further cementing Cookies' reputation for excellence in cannabis breeding.
The Cookies Family Expands
As the brand grew, Berner brought other talented breeders and growers into the fold, creating a network of partner brands that operated under the larger Cookies umbrella. This expansion allowed for even greater innovation while maintaining quality control across different product lines.
Key figures in the Cookies extended family include:
Jigga - The original geneticist behind Cookies, Jigga continues to serve as the primary breeding expert for the brand, focusing on creating new strains while advocating for cannabis as a healing plant.
Ken Dumetz (PieGuy/Powerzzzup) - A Bay Area native who grew up playing basketball with Berner and Jigga, Ken became known for his work on strains like Cherry Pie. His Powerzzzup brand eventually became part of the Cookies family, bringing strains like Snowman, Cereal Milk, and Gary Payton into the lineup.
Seed Junky Genetics - Led by JBeezy, this Los Angeles-based breeding operation partnered with Cookies to create Minntz, a brand focused on craft cannabis. Their creations include popular strains like Jealousy, Christmas Tree, and The Soap.
Other brands in the Cookies family include Lemonnade, Runtz, and Grandiflora Genetics, each with their own distinctive focus and genetic contributions.
From Local to Global
By 2015, Cookies was generating approximately $12 million in annual sales, and the brand's trajectory only continued upward. Dispensaries across California and beyond eagerly stocked Cookies products, knowing the brand name alone would drive sales.
The company began opening branded retail locations, creating immersive experiences that reinforced the quality and lifestyle associations of the Cookies brand. The distinctive blue storefront and cookie logo became instantly recognizable symbols of premium cannabis.
Between 2018 and 2022, Cookies expanded from zero to 49 dispensaries across multiple states, along with apparel stores that continued to bring the brand to mainstream consumers. The company also began forging international partnerships, including one with a Barcelona-based cannabis collective, taking the brand global.
Impact on Cannabis Culture
The success of Cookies transformed more than just Berner's bank account – it fundamentally changed how cannabis is marketed, sold, and perceived. Before Cookies, cannabis branding was often an afterthought, with products marketed primarily on potency or basic strain categories. Cookies demonstrated that creating a lifestyle brand with mainstream appeal could elevate cannabis from a commodity to a premium consumer product.
The brand's influence is so pervasive that cannabis competition judges have noted that Cookies genetics dominated entries, with over half of all submissions in some competitions being Cookies strains or descendants. The genetics have spread worldwide, with cultivation occurring from Europe to Australia, cementing its place in global cannabis culture.
Cookies also pioneered the integration of cannabis and hip-hop culture, using music as a vehicle to promote the brand and normalize cannabis consumption among diverse audiences. This approach has since been widely imitated but rarely matched in its effectiveness.
The Evolution Continues
Today, Cookies Enterprises stands as a billion-dollar cannabis empire with over 75 proprietary strains and product lines spanning multiple categories. Beyond flower, the company offers concentrates, vaporizers, clothing, and accessories – all unified by the recognizable blue branding and commitment to quality.
Berner himself has evolved from budtender to cannabis mogul, founding or co-founding numerous successful ventures including 1212 Ventures, Vibes rolling papers, Santa Cruz Shredders, Hemp2o Water, and Bern One Entertainment. His journey represents one of the most successful entrepreneurial stories in the cannabis industry.
Despite the immense growth, the Cookies team remains focused on preserving and cultivating rare genetics, investing in technology and infrastructure to ensure their products maintain the quality standards that made them famous. As cannabis legalization continues to spread globally, Cookies is positioned to remain at the forefront of the industry it helped define.
A Legacy Beyond the Strain
What began as a distinctive strain bred in a San Francisco garage has blossomed into something far greater – a case study in branding, quality control, and cultural influence. The Cookies phenomenon demonstrates how passion, innovation, and strategic vision can transform a plant variety into a global movement.
While other cannabis trends have come and gone, Cookies has demonstrated remarkable staying power, continuing to influence how cannabis is bred, marketed, and consumed more than a decade after its introduction. For cannabis enthusiasts, growers, and entrepreneurs alike, the story of Cookies and Berner offers valuable lessons about the power of authentic branding built on genuine quality.
The sweet, doughy aroma that first captivated San Francisco cannabis consumers in 2010 has wafted far beyond California, becoming the signature scent of cannabis success in the 21st century. As the cannabis industry continues to evolve, the Cookies legacy serves as both inspiration and blueprint for the next generation of innovators looking to leave their mark on this rapidly expanding field.
By Erik
Sources:
https://www.culta.com/blog/wholesale/the-breeders-behind-cookies
https://herb.co/news/behind-the-brand/behind-the-brand-cookies-americas-first-weed-empire
https://herbceo.com/cookies-lemonade-and-berner/
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- "This product has intoxicating effects and may be habit forming.";
- "cannabis can impair concentration, coordination, and judgment. Do not operate a vehicle or machinery under the influence of this drug.";
- "There may be health risks associated with consumption of this product."; and
- "For use only by adults twenty-one and older. Keep out of the reach of children."
