The brand that helped define smoking culture for generations is stepping into its soft-luxury era. Earlier this week, Zig-Zag introduced its Limited-Edition Rose Cones. These are handcrafted, personal-size cones made from real rose petals, and arriving just in time for Valentine’s Day. Fans can also catch a glimpse of them this weekend in Los Angeles for the Grammy Awards, where they’ll be making their cultural debut.
Zig Zag’s seasonal drop blends ritual with visual drama, giving modern consumers a format that feels as elevated as the moment itself. It’s not just about function — it’s about mood, presentation, and the small details that turn an ordinary unwind into something styled and intentional. Rose Cones officially launch February 7 nationwide at Circle K locations and online via Gopuff.
A Legacy Brand, A New Ritual
Each 70mm cone is crafted from natural rose petals, offering a bold floral look that stands apart from traditional papers. The texture, color and shape create a sensory experience before the session even begins—part of a growing consumer shift toward rituals that feel curated rather than routine. Designed for a single, perfectly portioned session, the format supports more intimate, personal moments instead of over-the-top excess.
“Rose Cones reflect how the next generation is reshaping smoking culture—favoring personal-size formats, distinctive natural materials, and more intentional rituals,” says Maggie Streng, brand director for Zig-Zag. “This launch shows how a heritage brand can evolve alongside modern consumers while staying rooted in craftsmanship.”
At $9 per 3-count tube, Rose Cones land in that sweet spot between indulgent and accessible. They’re ideal for cannabis Valentine’s gifting, Galentine’s date nights, or simply upgrading an everyday unwind with something a little more special.
The Grammys Weekend Debut
To mark the launch, Zig-Zag is partnering with cult-favorite podcast and cultural kiosk “Are We On Air?” to introduce Rose Cones during the Grammy Awards weekend—one of the most high-energy intersections of music, street style and pop culture all year. Zig Zag is transforming the Kiosk-o-theque at 8244 W Sunset Blvd. into a rose-themed hub for music, design and community. The multi-day experience brings together DJs, performances, interactive activations, exclusive merch and giveaways.
The setting is intentional: Grammys weekend is more than an awards show backdrop; it’s a convergence point for artists, creatives, tastemakers and industry insiders. It’s where fashion statements debut, new aesthetics gain traction, and the tone of the year in culture starts to take shape. By debuting Rose Cones in this environment, Zig-Zag positions the drop not just as a product launch, but as part of the weekend’s creative conversation.
The romantic, photogenic design of the cones feels especially aligned with the energy of the weekend—expressive, styled and made to be seen. In a setting defined by visual storytelling and cultural crossover, Rose Cones function as both accessory and experience. With Rose Cones, Zig-Zag merges legacy credibility with today’s culture of aesthetics, self-expression, and experience-driven products—proving that even a century-old brand can still set the vibe, shape the moment, and evolve alongside the next generation of consumers.
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