A star-studded group of celebrity investors has come together to back Cann — a Los Angeles-based purveyor of cannabis-infused social tonics — according to the company’s latest announcement.

Among those many celebrity investors is two-time NBA All-Star and entrepreneur, Baron Davis — who is also a well-known businessman and founder of several companies including Sports and Lifestyle in Culture, The Black Santa Company, BIG and No Label.

As one of Cann’s latest investors, Davis joins the brand’s collective mission to “revolutionize the way consumers socialize by offering better-for-you alternatives to alcohol and other vice products,” according to a press release.

“Cann sits at the intersection of two powerful trends we’ve been monitoring at goop for some time: the ‘sober curious’ and ‘cannabis curious’ movements,” Gwyneth Paltrow — actress and founder & CEO of goop — shared in a press statement. “There’s no reason why alcohol should be so much easier to purchase than Cann, and I’m confident the founders will lead the charge in finding ways to integrate it into the same purchasing channels and drinking environments.”

Both the company’s wealthy backers and its founders are supportive of Cann’s tagline of being a better alternative to alcohol for consumers.

“We couldn’t be more excited to welcome this group into our Cann family and have them share in our mission with us,” said Luke Anderson, Cann co-founder, in a statement. “We created this product for consumers that are new to the cannabis industry and looking to moderate or reduce their alcohol consumption. To have taste-making celebrities who don’t have a ‘stoner’ identity attached to their personal brands wanting to help us spread this message to a mass consumer base is a game-changer for Cann, and a sign for how this industry will evolve in the coming years.”

With its compelling mission and drive to create change in the THC and beverage industries, Cann has managed to pull together a diverse group of investors ready and willing to back the brand.

“With our range of products, we strive to change the way people socialize by giving them social beverage options that are better for them, mentally and physically,” said Cann co-founder, Jake Bullock, in a statement. “To have such a culturally-relevant group of celebrity investors behind us that believe in this product and that mission, together, we’ll introduce a new wave of consumers to an alcohol alternative that delivers an uplifted, social feeling but with none of the harmful effects and actually tastes delicious. Welcome to the Cann family!”

For more information about Cann, visit its website.