The cannabis beverage industry is moving beyond traditional ready-to-drink 12-ounce cans to new formats like shots, sticks of powdered drinks and sampler packs.
The innovative new offerings are a hit with consumers and retailers – but they also reflect a broader shift in the cannabis beverage space, operators in the rapidly expanding product category say.
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When cannabis drinks debuted, ready-to-drink (RTD) beverages in cans were the go-to format because they were familiar and easy to market, says Diana Eberlein, chief external affairs officer at California-based ingredient manufacturer Vertosa and founder of Coalition for Adult Beverage Alternatives (CABA).
“A cold can in the hand is something people recognize,” she said.
The move away from cans is driven by consumer behavior, retail constraints and the
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