Cannabis Closeup: VCC Brands' Kenny Morrison on Beverage Growth, Stagnation in Edibles
Apr. 20, 2023 at 2:37 PM
Within cannabis food and beverage, low-dose drinks styled as alternatives to alcohol have generated a significant share of category buzz and investor enthusiasm over recent years. But as the market matures and competition heats up, could fatigue already be setting in? “We are already seeing in certain markets there’s total fatigue on a surplus of beverage brands… and we’re seeing other markets that are wide open [and] where there’s very minimal competition,” explained Kenny Morrison, a longtime cannabis entrepreneur and the founder of VCC Brands. From his pioneering work with Venice Cookie Company in the early days of medical marijuana through his current focus on building a state-by-state presence for the CQ brand of drinks – which include high-dose 2 oz. shots and 16 oz. bottled drinks, and low-dose sparkling drinks in 12 oz. cans – Morrison has experienced the massive changes in cannabis firsthand. Speaking with BevNET last week, Morrison touched on a range of topics, starting with his experience taking CQ products from California to rapidly growing markets including Massachusetts and Illinois. He also shared his thoughts on why starting with high-dose products helped CQ build credibility with consumers, how the edible category is consolidating around a handful of formats, why flavor is becoming a bigger priority amidst growing competition in beverage, and why just surviving in the cannabis industry is worth celebrating.
