Cann

In these very early days of the cannabis beverage market, the landscape remains a bit hazy. Despite the prodigious growth numbers, it remains a minor slice of the market, a still largely inaccessible space entangled in differing state regulations and uneven levels of consumer awareness. Yet if there’s a brand that symbolizes both how far the concept of a weed-infused drink has come and the tantalizing potential that still lies ahead, it’s Cann. The self-stylized “cannabis-infused social tonic” captured our attention as the winner of New Beverage Showdown 17, but it’s now clear that the basic pitch — approachable, mildly dosed (THC and CBD) beverages made with natural ingredients and draped in sexy, playful branding — carries mainstream appeal: despite only being available in five states, Cann is the top-selling cannabis beverage in California, and is on course to triple last year’s $3 million in revenue this year as it continues to expand into new legal markets.  Innovation remains a key focus — see the caffeinated Peach Passionfruit Mate, launched in August, or next year’s planned introduction of the premium Cann Reserve line — for the company, but it’s the brand’s authenticity and clear sense of identity that has helped make cannabis drinks sexy, attracting partners like pop star Tove Lo, actress/investor Gwenyth Paltrow and national distributor Green Thumb Industries along the way. Though the story of cannabis beverages is still being written, Cann’s place within it as a pioneer is secured.