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Wednesday, Jun 12, 2024
Mugglehead Magazine
Alternative investment news based in Vancouver, B.C.


Canopy Growth kicks off summer with hard-hitting beverage promotion initiative

‘Just Hits Different’ campaign prompts over 1,400 retailers to host pop-up flavour sampling events

Canopy Growth kicks off summer with hard-hitting beverage promotion initiative
Photo via Canopy Growth

An Ontario-based cannabis supplier has recently been engaged in a new THC-infused drink campaign that allegedly Just Hits Different than others have previously.

On Thursday, Canopy Growth Corporation (TSX: WEED) (NASDAQ: CGC) announced a new brand campaign aimed at promoting the growing expansion of its cannabis libation portfolio. The company claims this new promotion initiative will be coming to life across digital and social channels with intentions of promoting awareness, driving sales and increasing traffic online.

Canopy Growth prides itself on being a world-leading diversified cannabis and cannabinoid-based consumer product company. Merchandise that the outfit produces includes edibles, infused beverages, high-grade dried flower, oils, topicals and vaporizers. The company is actively engaged in the health and wellness sector within top-tier markets across countries such as Europe, the United States and Canada.

Read more: 2022 Cannabis Drinks Expo hones in on ‘Growing The Category’ this year

Read more: Mary Jones soda makes summer debut in the golden state

Canopy claims that the Just Hits Different campaign will feature the largest flavour sampling program that the industry category has ever experienced. With over 1,400 participating locations, vast numbers of consumers will now be able to try a non-active/THC-free sample of concoctions such as Quatreau Passion Fruit & Guava, Tweed Fizz Mango and Space Limon Splashdown.

Canopy hopes that these events will provide potential customers opportunities to interact with brand ambassadors, educate themselves about its products and experience the flavours first-hand before adding larger quantities to the list of items on their grocery bill.

Upon arrival at participating locations, prospective consumers will notice a vast range of new beverages from brands such as Tweed, a 5 milligram THC category leader; and Deep Space, a potent 10 milligram THC brand. Additionally, the company plans to offer some recognizable favourites from Ace Valley and Quatreau combined with the recently announced Deep Space Orange Orbit, The Grape Unknown and new selections from Vert.

“Our sampling events give consumers a chance to try our great-tasting beverage flavours, so when they’re ready to add a beverage to their basket and experience cannabis in a whole new way, they know what our brands have to offer,” said Tara Rozalowsky, Vice President, Brand Marketing at Canopy Growth.

In order to accommodate these new offerings and escalating distribution, Canopy claims that 785 new fridges have been installed in retail locations across Canada. This new beverage infrastructure feat has quadrupled the company’s fridge footprint, which Canopy feels will attest to the immense scale of its beverage arsenal.

The beverage supplier will also be proudly debuting three new drinks this summer, namely Deep Space Ginger Ale Galaxy along with Vert Solstice and Vert Éclipse. Deep Space Ginger Ale Galaxy is a carbonated drink with a classic ginger ale flavour that contains 10 milligrams of THC; Vert Solstice is citrus ginseng flavoured beverage containing 2.5 milligrams of THC and 5 milligrams of CBD; and Vert Éclipse is a lavender and blackberry flavoured libation containing 2 milligrams of THC and 10 milligrams of CBD.

Deep Space Ginger Ale Galaxy will be available at all participating locations, but the Vert solstice and eclipse varieties will only be enjoyed in Quebec this summer.


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