Enchanted Botanicals: New Mexico’s Hometown Hero
A few years back, after another long day grinding it out, I stopped by Turtle Mountain Brewery in Rio Rancho. Just needed a beer, a breather, maybe a moment of silence. Instead, I sat next to one of the most unmistakably New Mexican guys I’d ever met. Brown as the desert floor, tatted up, and cool as hell. We got to talking—naturally, the conversation drifted to flower. Turns out we shared the same love for it. Not just the product, but the culture, the potential. On our way out, he mentioned, almost in passing, that he was working on something big. Said he’d teamed up with a serious grow. Was curating strains for a brand he hadn’t even named yet.
Fast-forward a year.
I walk into a rented-out Dave & Buster’s—arcade machines still blinking in the background, but the room’s been flipped into something different. Hosted by the state’s largest MSO, it’s packed, buzzing. Music up, lights down. And on stage? That same guy from the brewery. Standing in front of jars of flower about to hit 35 stores in a single statewide drop.
The guy? Johnny James.
The grow? Enchanted Botanicals.
Fast-forward again. Another year. A few more strain drops. And now the name Enchanted Botanicals is everywhere—on shelves, in lounges, whispered by budtenders when customers ask, “What’s good?” It’s moving weight at a clip that puts it shoulder to shoulder with brands like Cookies.
Grassroots
Tucked into the Westside of Albuquerque, Enchanted’s flagship facility says more about the brand than any flashy ad campaign could. It’s sharp, spotless, and humming. Every inch of space used with intention. The vibe? Electric. Employees—completely unaware of my visit—were laughing, trimming, checking plants, and bumping music. You could feel the energy in the air, running from the staff through the plants like a current.
I toured with Alex—@Runningeagle.505—New Mexico born and bred, with deep roots and deeper pride in keeping things local. What stood out wasn’t just the facility, but the connection. The grow isn’t some back-of-house operation—it’s part of a living, breathing ecosystem. It's soul-bound to the retail locations, the manufacturing teams, the lounge where customers come not just to shop, but to experience.
The growers don’t hide behind lab coats and locked doors. They show up to events. They celebrate releases. They are the culture. Eric, head of marketing, was right there in the grow—camera in hand, capturing the new drop. Not behind a screen, but in the thick of it. This isn’t some staff thrown together. This is a crew. A family. A unit that believes in the brand because they built it.
Then there’s the ownership—two brothers, family-run, each bringing their own sharp skill set. Low-ego, laid-back, but dialed in. The kind of guys who know you can’t fake culture or manufacture a vibe. You build it by showing up every day, investing in your people, and staying true to your values. And that’s exactly what Enchanted has done.
Local Circuit
Vibe is the one thing in this game you can’t force. Cookies had it—Berner turned his life into a brand, and the brand into a movement. In New Mexico, only two names sit in that rare air: Cookies and Enchanted Botanicals. And they’ve got the same rare problem—too many mouths to feed and not enough flower.
When Enchanted partnered with R. Greenleaf and Everest for exclusive deli-style drops, they didn’t just hold their own—they outsold Cookies’ pre-packaged units. Higher basket averages, deeper loyalty. Because what Enchanted is selling isn’t just product—it’s experience. It’s story. It’s vibe.
Take a look at online menus this year. Cookies shows up on 48 store menus on average—places like BudBoard, Effex Exotics, Enchanted Leaf, and Old Gods. Solid footprint. But Enchanted? They’re clocking in on 54 menus a month, including BOGO, Munchiez, Mango, and Top Crop. That’s reach. That’s staying power.
Title Shot
Sure, Cookies still commands the premium—averaging $37.13 an eighth, compared to Enchanted’s $35.67—but with a wider SKU assortment are able to cover more categories. And in terms of movement? Enchanted’s catching fire.
The only downside? Supply. Stockouts are every retailer’s worst nightmare, especially when you’ve got a customer base that shows up expecting their favorite strain. That’s why Enchanted is investing in a second facility—a state-of-the-art grow designed to meet local and potentially national demand. It’s a big bet. But if you’ve seen what I’ve seen, you know they’ll hit the mark.
Because Enchanted isn’t chasing trends. They are the trend.
And they’re just getting started.
