Can a cannabis brand succeed in the alcohol industry?
Cutting against the recent trend of beer and liquor brands launching THC-infused drinks, marijuana brand Cookies is crossing over into the spirits industry with a tequila-based beverage.
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Cookies sees alcohol as an opportunity to flex its brand power, but critics say this distracts from the company’s main mission of providing premium cannabis products.
Launching an alcoholic beverage will give the Cookies brand a broader consumer reach, said Crystal Millican, head of marketing and retail at Cookies. The labels will include the brand’s classic C-bite logo and a tiny Cookies script.
The global ready-to-drink cocktails market was estimated at $3.21 billion in 2024 and is expected to grow at a compound annual growth rate of
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