Cannabev Fanatic | Business Development Manager for Co-Packing @ Sierra Nevada Brewing Co. | Manufacturing & GTM for Beverages
About 6 months ago, I cautioned hemp beverage brands against making simple fruity seltzers with distillate. Without differentiation in liquid and a brand nobody has heard of, you're playing a dangerous game that can be made obsolete when the bigger players enter the category with their money. Last week, the biggest cannabis company announced this - a distillate fruity seltzer with minimal branding. Is Zero Proof the brand or select? Curaleaf knows consumers want alcohol alternatives, so they made messaging very simple and they'll win on price. Clearly not looking to build an iconic brand. Almost 10 people forwarded me the news, and I see it all over my LinkedIn feed right now. It's hard to compete if consumers don't know who you are. You win by pleasing a select few (no pun intended) or by buying market share and awareness. Which lane will you choose? For more on this topic, check out a previous edition of my newsletter - Drink Cannabis - on iconic vs value branding. https://lnkd.in/gbUz3Fur
Meh…. Wait till Medicare drops a code for hyperemesis and they can’t get product insurance, or banking, regulators shut them out of markets, and they revert to realizing plant compounds don’t perform properly or consistently or without side effects when unnaturally isolated and don’t emulsify in water otherwise and ohhhhh ya…. We never did any safety studies on a actually brand new substance without ANY safety history… oh yaaaa- that. All in due time…..
Does it bother anyone else they use Select on basically every single one of their products? Is Select a cart brand? Is Select a beverage brand? Is Select an edibles brand? Idk. It's also giving Bud Light Seltzer vibes for me.
I heard $26/4 cans. How does that win on price?
Kind of seems like it’d taste more like desperation than a seltzer usually does.
Love it or hate it market share can be bought. They did it with flower too in the early days.
Gross.
A select few ID10T errors govern the general majority, so this package should be a major win win.
Yup. Zero proof what/who?
Cannabev Fanatic | Business Development Manager for Co-Packing @ Sierra Nevada Brewing Co. | Manufacturing & GTM for Beverages
3whttps://www.linkedin.com/pulse/shaping-future-cannabis-beverage-branding-you-choose-lacerda-sobral/?trackingId=ByOiZsGLT4qZGnUgEnbhuQ%3D%3D