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Cannabis Forum: CBD Product Positioning in a Crowded Market

Martín Caballero

As more cannabis-infused beverages emerge into the market, the previous generation of high-dose “stoner” drinks are giving way to a new crop of sophisticated, low-dose THC (psychoactive) and CBD (non-psychoactive) drinks with a markedly different positioning and proposition.

Standing at the crossroads of a changing industry and category, Sprig, which produces both THC and CBD infused sodas, is poised to take advantage of these shifts. In this clip from the BevNET/NOSH Cannabis Forum in Santa Monica, Calif. in December 2018, Sprig CEO Michael Lewis shared lessons and learnings from his career in cannabis. By creating a two lines, the company was able to position its products to work in a variety of use occasions and become integrated into their daily lives. As the beverage market gets more crowded, Lewis noted, only brands with a strong footing in supply chain, marketing and distribution will have a chance to rise above

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