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How THC drinks brands can go mainstream
In the latest of db‘s series of articles on THC-infused drinks and their challenge to alcohol, Bailey James from leading drinks agency Thirst offers her views.
Thirst, who has worked with brands such as Brooklyn Brewery, Tennants, Bruichladdich Distillery and others, knows a thing or two about how to appeal to the masses. So how can THC brands rise to the mainstream – and what can they learn from others?
Managing director of the agency Bailey James explains…
“As state-sanctioned weed wafts across the US, cannabis-infused drinks are now recreationally legal in 24 states and counting, with hemp-derived THC products fully legal in all 50 states thanks to a loophole in the 2018 farm bill. But while the THC-infused drinks sector is gaining momentum, it is yet to reach a tipping point. How it can get there is threefold.
Firstly, the category needs a leader, or a few frontrunners, to drive education, awareness and credibility. CBD drinks already have Trip, which became the ‘fastest growing’ overall soft drink in the UK last year, holding 88% of the CBD drinks market share. Secondly, it has to carve out its occasion and offer consumers a lifestyle to associate with and buy into.
Thirdly, branding in the category is still a Wild West. To lay down a welcome mat to the THC-curious, brands should bake familiarity and clarity into pack communications, structural design, and wider brand worlds.
Drawing inspiration from pioneers in other categories that have successfully carved a path from niche to mainstream will help drive THC-infused drinks forward.
Lead the conversation
Low- and no-alcohol had Seedlip. Plant-based meat alternatives had Impossible Foods. Some brands aren’t just category leaders, they’re industry leaders. These trailblazers lend credibility to the cause and raise awareness and levels of knowledge, leading the way for others.
THC brands with big enough budgets shouldn’t just be thinking about how they can move on their brand, they should be thinking about how they move consumers along for the bigger journey.
Cannabis is no longer a symbol of counterculture, but a catalyst for clean living and sober curious lifestyles. Yet undoing years of demonisation can only happen by making cannabis the new normal.
In low- and no-alcohol, Captain Morgan used an educational campaign to entice the sober curious to its debut alcohol-free spirit Spiced Gold 0.0%. ‘Why You Whying?’ challenged entrenched societal norms around drinking alcohol in social situations, paving the way for others to follow.
Building and activating the so-called ‘cannacurious’ community will help to move the narrative on. A growing swell of educated consumers will help raise awareness, information and accessibility – as we’ve seen in the craft beer and non-alcoholic movements.
As such, THC drinks brands should consider ways to collaborate and form alliances for collective power. Whether by creating events, or joining forces on collaborations or campaigns, the industry can unite in ways that further engagement, education, and enjoyment.
Define your occasion
CBD drinks have gone from novelty to known entity in a relatively short time thanks to the heavy lifting of early entrants. But when trying to recruit people into the THC category, having a clear ‘hero moment’ offers an easy, understandable way in. Let’s help people understand the functional and emotional benefits and ideal consumption moments for THC drinks.
To this point, many consumers still don’t know how to consume THC-based liquids. Should they shoot it, sip it, or mix it in a cocktail? The variety of formats – THC-infused beers, seltzers, wines, powdered drink mixes, and more – adds choice, but also potential confusion. Educating people around how to enjoy products will help, for instance with social media campaigns and digital activations that showcase recipes.
Define your occasion, and make it come alive, like Aperol’s ownership of the aperitivo moment or Johnnie Walker spearheading the Highball occasion for whisky. Non-alcoholic THC-infused aperitif Artet does this well, staking a claim in the sophisticated sundowner space.
As the category grows, those that transcend product and build an ecosystem around their brand, ethos, and lifestyle will be those that stand out. Then, the stage is set to build more innovative experiences that win over those on the periphery of purchase. In the US, cannabis brands such as Superette and Houseplant have built whole lifestyles around their core products.
Build clarity and distinctiveness
While the category still lacks a consistent design language, copying cues from established categories will build a sense of comfort and safety. An inherent familiarity with format could be a big reason why RTDs have become one of the more popular sectors of the cannabis drinks industry.
Take Boston Beer rolling out its own series of THC-infused iced tea RTDs (TeaPot). Also leaning into familiar format and brand design, no-alcohol cannabis-infused spirit Nowadays plays in the premium spirit space, with a look and feel akin to a high-end tequila or mezcal.
One thing that is certain in this dynamic category is that a more receptive and educated audience awaits. Once federal legislation permits, traditional advertising and above-the-line communications will go a long way to aid mass awareness and understanding. For now, the brands doing the groundwork can help demystify THC and its effects through the brand worlds they create.
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Boston Beer: 'alcohol and THC can co-exist happily'
The article is inaccurate . THC infused beverages and products have been banned in several states and the list is growing have