After helping trailblaze the microdosed cannabis beverage category, Cann is iterating its formats as hemp-derived THC drinks move outside of cans.
The Los Angeles-based brand added Citrus Spritz today as the first 750ml bottle product in its portfolio, following a similar path to other intoxicating hemp brands that are targeting at-home and on-premise cocktail makers.
Citrus Spritz is an Aperol-inspired sparkling cocktail containing 60mg hemp-derived THC, no CBD and sweetened with agave nectar. Each 1 fl. oz. shot contains 2.5mg THC.
Citrus Spritz is available exclusively on the company’s website for $64, but Cann is in conversations with retailers to bring the product to brick-and-mortar stores, the company reported.
The new SKU is Cann’s first foray into the increasingly popular multiserve format. Pamos and Nowadays started in big bottles while BRĒZ and Flyers Cocktail Company built their names through cans before targeting bars, restaurants and at-home mixologists with a spirit alternative. Other brands like Artet, MXXN, Howdy and Amass’ original iteration of Afterdream have taken similar approaches.
Cann’s expansion into multiserve comes less than six months after launching its first 10mg THC drink.Outside of cans, the brand has dabbled in other formats, such as its on-the-go Roadie packets launched in 2020 and gummies that hit the market in April.
A company representative told BevNET that the brand is continuing to innovate into new formats that stretch the brand beyond its cans as it seeks to increase shelf-space in retailers and offer differentiated use-occasions for consumers.
The RTD set for intoxicating hemp drinks has become highly competitive and increasingly crowded for brands. It also faces an uncertain future in terms of regulation and distribution, making the case for brand-blocking in the retailers that are selling low-dose THC drinks.