From Rapper to Cannabis Icon: How Berner Built the Global Cookies Empire

Walk into a Cookies dispensary almost anywhere in the world, and you'll immediately recognize the brand. The signature blue logo, premium cannabis products, stylish apparel, and loyal following have made Cookies one of the most recognizable names in the cannabis industry. But behind the billion-dollar brand is a story that began long before cannabis became mainstream.

The founder of Cookies, Berner, transformed himself from an independent rapper in San Francisco into one of the most influential entrepreneurs in modern cannabis. His journey is a testament to the power of branding, persistence, and staying true to a vision.

Who Is Berner?

Born Gilbert Anthony Milam Jr., Berner grew up in San Francisco, California, where he developed a passion for both music and cannabis culture. During the early years of California's medical marijuana movement, he immersed himself in the local cannabis community while building a name for himself in hip-hop.

Unlike many artists who relied on major record labels, Berner chose to remain independent. By owning his music and controlling his career, he developed the entrepreneurial mindset that would later become the foundation of his cannabis empire.

While his albums gained a loyal fanbase, Berner always believed there was an opportunity to build something much bigger than a music career.

The Birth of Cookies

In the early 2010s, Berner partnered with legendary cannabis breeder Jai "Jigga" Chang to create what would become one of the most influential cannabis brands in history.

Their first major success came with the now-famous Girl Scout Cookies (GSC) strain. Known for its sweet aroma, powerful effects, and unique genetics, GSC quickly became one of the most sought-after cannabis strains in the world.

Rather than simply selling cannabis, Berner recognized the importance of creating a brand that people could trust and identify with. That vision became Cookies.

More Than Just a Dispensary

Today, Cookies has evolved far beyond a traditional cannabis company.

The brand operates dozens of retail dispensaries across multiple states and countries while offering premium flower, concentrates, vapes, edibles, apparel, and accessories. What makes Cookies unique is that it blends cannabis, fashion, music, and lifestyle into one cohesive brand.

Instead of focusing solely on products, Berner built a community that cannabis enthusiasts wanted to be part of.

Walking into a Cookies dispensary often feels more like entering a premium lifestyle boutique than a typical cannabis retailer.

Changing Cannabis Marketing Forever

One of Berner's greatest accomplishments wasn't creating cannabis products—it was changing how cannabis companies market themselves.

Traditional advertising options for cannabis businesses remain heavily restricted. Television, radio, and many digital advertising platforms prohibit cannabis promotions.

Berner solved that problem by building a culture around the brand.

He wore Cookies apparel during concerts, featured the brand in music videos, collaborated with artists and athletes, and turned limited product drops into highly anticipated events. Fans weren't just buying cannabis—they were buying into a lifestyle.

This strategy helped Cookies become one of the most recognizable cannabis brands in the world without relying on conventional advertising.

Famous Cookies Genetics

Cookies has introduced or helped popularize some of the industry's most well-known cannabis strains.

Some fan favorites include:

• Girl Scout Cookies (GSC)
• Gelato
• Gary Payton
• Cereal Milk
• London Pound Cake
• Georgia Pie
• Lemonchello
• Cheetah Piss

Many modern cannabis strains found in dispensaries today share genetics that can be traced back to Cookies breeding projects.

Building a Billion-Dollar Brand

Berner has often spoken about the importance of ownership over fame.

Instead of chasing short-term success, he focused on building long-term value by owning his companies, protecting his intellectual property, and creating premium products that customers could consistently trust.

That approach has helped transform Cookies into one of the largest cannabis lifestyle brands in the world.

In recognition of his achievements, Berner became the first cannabis executive to appear on the cover of Forbes magazine, highlighting the growing influence of the legal cannabis industry.

A Personal Challenge

In 2021, Berner shared with fans that he had been diagnosed with cancer.

The announcement shocked both the cannabis and music communities. After undergoing surgery and treatment, he later revealed that he was cancer-free and returned to leading Cookies while continuing his music career.

His openness about the experience inspired many fans and entrepreneurs who admired his resilience.

Continuing to Grow

Berner continues expanding Cookies into new markets while supporting cannabis breeders, cultivators, and entrepreneurs around the world.

In 2026, he released his memoir, Becoming Legend: The Billion-Dollar Blueprint to Be a Whale in a Sea of Sharks, sharing lessons from his journey as both an artist and business owner.

Although the cannabis industry continues to face regulatory hurdles and increasing competition, Cookies remains one of its most recognizable success stories.

Why Berner's Story Matters

For cannabis consumers, Berner's story is about much more than celebrity or business success.

He demonstrated that authenticity, quality, and strong branding can transform a small idea into a global company. Long before cannabis became widely accepted, Berner believed the industry deserved premium products, respected genetics, and world-class branding.

Today, Cookies is recognized around the globe, and its influence can be seen throughout the cannabis industry—from genetics and cultivation to retail design and apparel.

Whether you're visiting a Cookies dispensary in Florida or following Berner's music career, one thing is clear: his impact extends far beyond cannabis. He helped redefine what a cannabis company could become, inspiring a new generation of entrepreneurs to think bigger and build brands that leave a lasting legacy.