Molson Coors Vet Pivots to CBD with Miraflora
Having started his career delivering beer, Brent Facchinello spent a decade at alcoholic beverage giant Molson Coors, most recently leading product development on procurement and supply chain, including working on extensions in beer, coffee and wine. Now, as the founder of vertically integrated CBD brand Miraflora, he credited his experience there in guiding new products from conception through to launch in helping guide the strategy and vision for his new company’s line of hemp-infused sparkling drinks.
Though Colorado-based Miraflora markets a wide range of hemp-based products on its online store, ranging from tinctures to skin care to pet treats, its beverages have become a point of focus for the company, both due to Facchinello’s prior experience and for consumers’ level of comfort and familiarity with them. Miraflora’s Hemp Infusions, offered in Tuscan Blood Orange and Peach Ginger Flavors, contain 35mg of hemp extract per 8.4 oz. slim can.
“We have people with backgrounds working for different beverage companies like Pepsi and Gatorade, so we really wanted to leverage what we know and where we think consumers want to go, and we thought beverages were the best opportunity to get it to more people,” he said.
As for the functional benefits, he noted market research showed that using 35mg of hemp, compared to the 20-25mg found in most CBD drinks, provides the balance and efficaciousness without being overwhelming. The beverages also contain added vitamins, while future innovations will focus more on ingredients tied into sports or relaxation use occasions. Still, Facchinello said calibrating the right balance of flavor and sweetness (each contains natural flavors and monk fruit juice concentrate) was just as important as the amount of hemp extract used.
“We wanted to make sure we found flavors that complemented the hemp and made it so people could enjoy it and not taste that typical flavor or smell that people sometimes associate with hemp,” he said.
The beverages are currently available on either coast in Southern California and New York City, with the aim of expanding from 150 stores to over 500 stores across both regions by the end of Q1 2021. Though the brand has ambitious growth plans, Facchinello noted that its unique history and farming heritage ties Miraflora back to its overarching mission to improve people’s access to hemp and its benefits. All hemp is grown organically at the Facchinello’s family owned 160-acre farm in Boulder.
“We have alpaca that live on the farm, that help provide nutrients to the soil as well. All the water comes from Rocky Mountain National Park, some of the purest you’ll find,” he said. “We think the idea of where we are located helps tell a great story but it’s also who we are as a family and a company.”
New Products: WUNDER, Artet Debut New Cocktails; ALT Drops Into Liquid Enhancers
Cannabis-infused sparkling mocktail line WUNDER has introduced a fourth flavor to its product lineup: Grapefruit Hibiscus.
Along with brands like Cann and Klaus, the San Francisco-based startup is one of several players helping develop the market for low-dose, session-friendly cannabis beverages taking their formulation cues from craft cocktails and mixology. WUNDER is marketed as containing 2mg of THC (“to keep you engaged”), 4mg of CBD (“to keep you calm”) and 2mg of Delta-8 to “create a more of an in-your-body sensation and physical relaxation.”
The brand’s complete lineup — which also includes Lemon Ginger Lift, Watermelon Wave and Blood Orange Bliss — are sold in 8 oz. cans at select dispensaries across California and through delivery app Eaze.
Elsewhere in the Golden State, Los Angeles-based Artet is making the jump into ready-to-drink products with the debut of a two-SKU line of infused mocktails.
Artet was launched in 2019 as a cannabis-infused, non-alcoholic aperitif designed to be sipped over ice or with club soda, or as a cocktail ingredient. The two RTD flavors — Rosemary Jane and Tet & Tonic — represent the use of that aperitif as a foundational piece of a complex drinking experience; the former features a blend of Italian grapefruit juice, rosemary simple syrup and sparkling water, while the latter includes a chamomile-infused tonic and a kiss of lemon.
Both releases are available now in individual cans for $6 and in 4-packs for $20 at select dispensaries in Los Angeles and San Francisco.
Finally, ALT (Advanced Liquid Technology) Cannabis is hoping that its debut product release can serve as a convenient solution to one of the most frequently cited issues with cannabis beverages: managing dosage.
Available in 5mg and 10mg formulas, ALT’s liquid THC drops are designed to be added to any beverage and to take effect within an average of five to 15 minutes after consumption. The clear, resealable vials have pre-measured markings on the bottle to help users dose appropriately.
The liquid enhancers will be available in 5-packs in 5mg ($28) or 10mg ($38) vials, as well as single packs of 5mg ($6) and 10mg ($8) at dispensaries throughout California, starting this month.
Venice Brands Launches Online CBD Store
Brand development house Venice Brands is getting involved in the CBD game, but not with a new product. Rather, the group has launched Arrive Market, an online market that features a vetted collection of “high-quality, lab-tested” CBD products covering a range of brands and categories, including Vybes and Rhythm CBD infused seltzers.
Launched last week, Arrive also features products from Dogwood Botanicals, Juna, Nu Bloom Botanicals, Plant People, Sagely Naturals, The Good Patch and Luna Volta.
“The CBD market has radically expanded in the past few years with numerous companies now getting into the game, and the abundance of product options creates consumer confusion with many not knowing where to start or who to trust,” said Greg Willsey, founder and owner of Venice Brands, in a press release. “We launched this platform to provide consumers with honest, innovative brands that have been carefully curated and hand-selected by our team of CBD experts. We do the hard work – vetting products, verifying claims and doing the research – so that consumers don’t have to. As a result, consumers shopping through our website are guaranteed high-quality, trustworthy products.”
Other Venice-founded or backed CPG brands include Enroot, Country Archer, Joolie’s and Kinderlyte.