There was a time when Francis Ford Coppola was one of the most successful film directors in Hollywood. Now he’s selling really expensive weed in wine bottles to bougie customers in Northern California. How he got from A to B is pretty interesting.

In the 1970s, Coppola went from near-total obscurity making low budget independent movies to one of the most recognized names behind the camera. In just seven years, Coppola made four classic films (The Godfather, The Godfather Part II, The Conversation, and Apocalypse Now), receiving five Academy Awards, seven more nominations, and a whole lot of cash.

But in 1980 Coppola made a huge box office failure: the bizarre musical comedy One from the Heart, which lost tons of money and initiated a new phase of Coppola’s career marked by inconsistent critical and box office love, bankruptcy, and a loss of prestige. In the 1990’s, he hit bottom with the much-maligned Robin Williams fantasy comedy Jack.

While that sounds like kind of a bummer, actually Coppola has been doing fine the last couple of decades. His super successful winery has bottles in liquor and grocery stores all over the world and he makes pasta sauce and magazines and all kinds of other cool shit, and he’s still making movies too.

Now, given the location of his home base in Northern California, it’s no surprise that Coppola wants to get in on the cannabis game. Which is why at the end of last year Coppola unveiled his newest product, The 2018 Growers Series: three grams of weed (one sativa, one indica, one hybrid) sold in a little wine bottle, and going for the somewhat ludicrous price of $99 before tax and delivery fee.

The Godfather of cinema might be able to get away with it because his clientele is a little different from the people popping into the corner pot shop twice a week for the latest shatter. “[Our target audience is] people who don’t have a lot of experience with cannabis,” Kathleen Murphy, innovation director for Coppola’s wine and weed operations, told Leafly. “Us not having experience really worked for the project.”

The way the company talks about their product, too, is a whole lot more like how someone describes wine than weed, highlighting growing factors such as soil and climate, with one strain described as being cultivated in an area “the climate is warm from continuous sunshine,” while another strain “benefits from cooler temperatures and diverse soil.”

“Wine and cannabis are two ancient and bounteous gifts of Mother Nature, linked by great care, terroir, and temperateness,” Coppola said in a press release. “Expertise making one applies to the other.”