House of Saka Archives - Green Market Report

AxisWireAxisWireJune 17, 2020
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4min640

Producers of award-winning Saka PINK  launch new varietal to meet  consumer demand

Napa Valley, CA – June 17, 2020 – House of Saka, Inc., producers of the award winning Saka PINK, the world’s first alcohol-free, cannabis-infused beverage made from a single-vineyard, Napa Valley Rosé of Pinot Noir, announced today the much-anticipated expansion of their portfolio of luxury Vinfusions™.

Saka WHITE, the world’s first vinfusion made from exclusively Napa Valley-grown Chardonnay, will launch on June 9, 2020 on Ganjarunner.com and Budee.org.  Each of House of Saka Vinfusions™ are blended with a proprietary formulation of tasteless, odorless water-soluble THC and CBD derived from California craft cannabis and powered by cutting edge technology. The first and only infused beverages made from Napa Valley appellation and varietal-specific fruit, Saka promises to deliver a truly elevated cannabis experience.   

“House of Saka Vinfusions™ have been meticulously crafted by a leadership team with nearly 6o collective years of experience in delivering successful and innovative new products to the wine industry,” Tracey Mason, Co-founder & CEO says. “As a result, the quality, taste and overall look and feel of our Vinfusions™ are designed to reflect our Napa Valley provenance and to please even the most discerning of palates.”   

Sue Bachorski, House of Saka CFO/COO stated, “We are particularly excited to see Saka WHITE come to market after the overwhelming response we have had with Saka PINK.  Availability is easier than ever for our consumer with our great distribution partners and platforms for ordering in nearly all parts of the state. ”

Distributed by Distro Ave and Beau Canna and available for order through LeafLink, Saka Vinfusions™ are available at top dispensaries across the state as well as available for delivery through houseofsaka.com and on the Eaze, Sava, Garden Society, Ganjarunner & Budee.org..

About House of Saka, Inc: 

Based in Napa Valley, California, House of Saka creates and manufactures infused luxury products by and for women. Their portfolio includes the Napa Valley-inspired, alcohol-free luxury infused beverages, Saka Vinfusions™, and a pending line of infused beauty and wellness products under the banner House of Saka Beauty. The company boasts an all-female leadership team guided by an all-female advisory board with more than 100 years of collective experience in wine, cannabis and luxury branding. For more information, please visit houseofsaka.com or follow us on social media @InfusedSaka.

Media Contact:

Mel Triacha

Mattio Communications

mel@mattio.com

 


Kaitlin DomangueKaitlin DomangueJune 11, 2020
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6min4550
Several cannabis companies aspire to be luxury brands but without the proper creative talent, the marketing can fall flat. In the traditional consumer packaged goods market, the look and feel of a luxury brand are remarkably different from a middle-market brand and that can often be attributed to the hiring of a marketing agency that specializes in luxury brands.
The cannabis industry now has its own creative agency that was launched to specifically market luxury cannabis brands. The new ETHEREAL understands the specific DNA of luxury packaging and marketing. The founders are four creatives with an extensive background in the luxury and lifestyle categories – Creative Director/Designer John Mamus, Photographer/Videographer Pablo Aguilar, Creative Director/Writer Tod Brilliant, and Managing Director Masako DiDio.
“The cannabis industry is growing at lightspeed, but it has yet to firmly establish itself in the luxury marketplace,” says John Mamus. “The opportunity is massive, and we have the passion and experience to help the most forward-thinking brands take full advantage. ETHEREAL is nimble and purpose-built for creative excellence, efficiency, and cost-effectiveness.”
Mamus founded the boutique high-end creative agency MAMUS (mamuscreative.com) in 2007. With a focus on Luxury (automotive, private jets, textiles) and now cannabis, Deep Technology (low-earth-orbit satellites, augmented reality, sovereign identity, the blockchain, and digital assets) and Retail (high-end food, cosmetics). Pablo Aguilar is an award-winning photographer/videographer. Pablo and his team have created iconic images for brands such as Adidas, Fila, Vibe, Complex Mag, Fortune, Sports Illustrated, Snoop, and many more.
Tod Brilliant is a deeply experienced writer and creative director. Over the years, he has developed projects for larger brands like Amazon, Samsung, MTV, Converse, Microsoft, and L’Oreal. Masako Didio has an extensive brand and leadership experience with brands such as Maison Dior and Burberry. She has intellectual property and management experience through her work with MAMUS CREATIVE. No stranger to the cannabis industry, Didio has also worked with Asha, TSO Sonoma, Major, and Seven Vices.
The group will be applying the techniques gained from working with some of the most recognized and successful premium brands in the consumer world. They have worked with Mercedes-Benz, BMW Motorrad, Burberry, Fortune, Adidas, FILA, Dior, Whole Foods Market, Starwood Resorts and Hotels Worldwide, ICON 4×4, Flont, and Richemont.
Luxury branding and marketing aren’t just expensive looking pictures with skinny models. It’s about creating a feeling that emotionally touches the consumer. If successful, the consumer in turn feels like they deserve such a luxury whether their income supports the purchase or not.
Beyond the image work, Ethereal is a thoroughly modern outfit that combines emerging technologies and strategic intelligence with all the usual tools of branding like visuals, brand strategy, and public relations. Beyond the image, cannabis companies are also subjected to onerous restrictions when it comes to presenting themselves to the public. Ethereal brings to its client’s compliance and regulatory insight through their work with global pharmaceutical brands such as Pfizer, Novartis, Innocoll, and Astra Zeneca.
The company’s style is already setting luxury cannabis brands apart from its peers. Some of the agency’s cannabis industry clients include House of Saka, Van Doran, Major Flower, TSO Sonoma, D’Fleur, Seven Vices, Asha and Klaus.
“Ethereal represents the opportunity to augment one-stop solutions to the often vexing cannabis language in a crisp and forthright manner. While launching Klaus Apothecaire, John Mamus is the ringmaster, conceptualizing and solving the most challenging of conundrums in real time. I couldn’t have done it without him and his team,” explained Warren Bobrow, co-founder of Klaus Apothecaire and known globally as the Cocktail Whisperer.

Julie AitchesonJulie AitchesonJune 3, 2020
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5min5030

The summer of 2020, like the rest of the past year, is shaping up to be fraught with tension, unrest, and anxiety, but at least one thing is certain. There will be hot days (in the northern hemisphere, at least) and people will be thirsty, not just for cold, refreshing beverages, but for the opportunity to relax, unwind, and connect in whatever form is available to us in the months to come.

Sometimes soda, iced tea, or a tangy lemonade do the trick when temperatures rise, but sometimes an “adult beverage” is in order to take the edge off of these very edgy days. With favorite local watering holes either closed or restricted by limited seating and social distancing, grocers and liquor stores are stocking up on wine, beer, cocktail mixers, and alcohol-enhanced sodas to enjoy at home. Meanwhile, some companies are hatching more innovative ways to beat the heat. Enter mood33, House of Saka, and Cann Social Tonics.

Mood33 heralds the debut of its new hemp-infused herbal tea line with descriptives like “soulfully delicious” and “mindfully sweetened”, a surefire way to attract all of the hemp-minded Whole Foodies out there. Boasting 33mg of organic, American-grown hemp extract per bottle in blends that include botanicals, tea, and real fruit juice, mood33’s beverages offer more than a way to slake your summer thirst. With names like “Joy”, “Passion”, and a “Wellbeing” blend that includes 133mg of caffeine from guayusa and green tea, these drinks offer an alternative to the intoxicating effects of that IPA or chilled martini, and all at 70 calories or less.

House of Saka takes a different approach, as a Napa-based company focusing on “wine-style” libations for those disinclined to give up the grape. House of Saka is an all-female-run company focused on crafting alcohol-free, cannabis-infused wines for the luxury market. Their first release, the rosé-inspired Saka Pink, is “rosé-inspired”, and at 5mg of THC, 1mg of CBD, and only 16 calories per serving, consumers can feel good about that second glass.

As an herbalist and dedicated Whole Foodie myself, Cann Social Tonics caught my eye with its attention to wholesome ingredients and inventive infusions like Grapefruit Rosemary and Cardamom Blood Orange. Each beverage in the line is sweetened only with 100% organic agave nectar from Mexico and juices that are not from concentrate. With 2mg of THC and 4mg of CBD per can, Cann Social Tonics promises a fizzy summer fix with plenty of feel-good ingredients to ensure that the next morning is as pleasant and brain fog-free as the night before.

While you may not be able to stroll into your neighborhood tavern and order one of these plant-centric beverages over the counter, there are other ways to get your cannabis-infused mocktail this summer. Mood33 lists twenty-five grocery locations carrying their products in the U.S., as well as an online ordering option. Cann is available at dispensaries listed on their website and by delivery and House of Saka is also available at select dispensaries. Cheers!


StaffStaffMay 10, 2020

2min3780
The House of Saka had planned for a large luxury brunch in Wine Country (Napa) originally for Mother’s Day but obviously had to cancel. Since the company still wanted to host a tribute of some sort to mothers, especially since that is the largest target demographic for its brand, Saka teamed up with Slay Agency out of San Francisco to create something special that it could share with moms throughout the country tomorrow.
During COVID-19, Moms (and Dads) are being asked to take care of their families on a whole new level and under a tremendous amount of stress… cooking, cleaning, managing mental breakdowns from the confusion from the times, as well as being full-time teachers.
About a month ago House of Saka got on the phone and social media to place out the call that it was seeking mothers who would be ok discussing their experiences parenting during quarantine for a special video the company released for Mother’s Day.
These are the many inspirational stories.

Julie AitchesonJulie AitchesonMay 5, 2020
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8min7600

Gift-giving can be a stressful exercise, particularly when you want your gift to make a statement and even more so when that statement is along the lines of “Thank you for giving me life, keeping me alive, and making my life better.” It’s a tall order, but one that is possible to fill, especially if your search includes cannabis-related products.

Cannabis data intelligence company Headset rounded up some figures on buying behavior related to Mother’s Day, to the benefit CBD companies looking for a sales figure boost and shoppers eager to commemorate the mothers in their lives with the perfect gift. According to Headset data, there were noticeable spikes in specific categories, including topicals, tincture, and sublingual products. Sales in both the “Bath Salts, Soaks, and Scrubs” and “Transdermal Products” categories rose 32%, while lotions, creams, gels, oils, and lubes saw smaller but still significant increases. 

Leaflink, a wholesale cannabis e-commerce marketplace, posted data that showed a 8.54% overall market share increase during the week after Mother’s Day last year, compared to its average weekly increase of .94%. Leaflink attributes this leap to a massive restocking of vape cartridges after Mother’s Day shoppers cleaned the shelves prior to the holiday. So you’re clearly not the only one thinking green for your mother’s special day, but with all of the products on the market, from the new to the tried and true, where to start? Here are some of this year’s highlights.

A Mother’s Day bundle from luxury CBD product manufacturer TribeTokes includes a tincture, face mask, eye cream, and travel-sized eye gel that offers $40 in savings with an additional 20% discount when you enter MAGICALMAMA20 at checkout.

 

Or say it with Kiva Confections’ THC-infused edibles, including their light dose 2.5 mg Petra Mints, or the popular Terra Bites (5mg per dose), which come in flavors like dark chocolate espresso bean and blueberry milk chocolate.

Valhalla Confections offers a different take on the sweet Mother’s Day treat with cannabis-infused gummies that come in flavors like “Sattiva Tangerine” and “Indica Sour Watermelon”. MedTerra CBD has gummy-loving mummies looking for a THC-free treat covered with three different gummy varieties (“Stay Alert”, “Keep Calm”, and “Sleep Tight”) to make her day special.

Not every mother dreams of bubble bath and sweet treats, so for her watchmaker Time Concepts offers its 420 Waldos Mary Jane Series. These timepieces, which retail at $150, boast a cannabis plant image at the watch face’s twenty-minute mark, with another plant outline imprinted on either side of the watchband. Every watch sold supports cannabis legalization.

Whether you are looking to gift the mama in your life with cannabis-related products for topical pain relief (such as Papa Barkley’s Releaf Balm or Releaf Body Lotion),

 

 

a potent tincture to alleviate stress and tension (e.g. Funky Farms Alaskan Ice Tincture or Kat’s Naturals “Relax”),

 

or a celebratory sip made with one of Mood33’s hemp-infused herbal teas, there are gift ideas aplenty and little reason to let Mother’s Day pass by unmarked. 

but one of the most exciting cannabis gift’s one can give a mom on Mother’s Day is a bottle of the luxurious infused beverage from House of Saka’s Napa Valley collection Saka Pink. This familiarity of holding a glass of wine at night provides for the perfect perfect micro-dosed  experience to any Mom looking to relax.


StaffStaffApril 29, 2020
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5min4410

With over 39 million people, and being home to the largest cannabis market in the world, California is considered the big prize when it comes to market penetration for a cannabis brand. 

During this time of mandatory quarantine, to be able to reach this population with products that can help relax people, help them sleep better, and overall make them much more comfortable while sheltering in their homes is key. This concept is exactly why cannabis has been deemed “essential”.

Understanding this reality, most cannabis brands are shifting their sales strategies and channels to provide the safest route to receiving your products for consumption. In order to meet this new reality and demand, the House of Saka, Inc., producers of the first and only alcohol-free, cannabis-infused beverages made from select vineyards within the iconic Napa Valley appellation, announced today that its award winning line of cannabis beverages are now available for home delivery throughout the entire state of California after partnering with Driven Deliveries, Inc. 

“Online, direct to consumer delivery platforms have always been the priority sales channel for our Saka Vinfusions™,” notes House of Saka, Inc. CEO, Tracey Mason. “The convenience, combined with a stigma-free shopping environment, provides the most ideal opportunity for both our traditional consumers and the emerging new consumer.” 

“The ability for us to be able to bring our product directly to our consumers presently sheltering safely at home during this crisis was critical,” expressed Sue Bachorski, House of Saka COO & CFO. “We are both excited and extremely grateful to have partnerships in place with such a respected and far reaching group as Driven Deliveries and their popular platforms Ganjarunner.com and budee.org. Their organization is professional, dependable and respected. These are the attributes that we seek in our relationships.” 

In the age of social distancing, it is now more important than ever to expand consumers’ access to cannabis while limiting one’s potential exposure to Covid-19. Partnering with Driven Deliveries, California’s fastest growing online cannabis retailer and direct-to-consumer delivery platforms, means House of Saka is available in 92% of California; including San Diego, Los Angeles, San Jose, Orange County, Palm Springs, Santa Barbara, Oakland, San Francisco, Sacramento, Sonoma and Napa Valley. 

“Delivering the industry’s highest quality and most desired brands to the doorsteps of consumers throughout the state of California is our number one priority, especially during this time of quarantine,” expressed Christian Schenk, CEO of Driven Deliveries, Inc. “Partnering with the House of Saka to distribute their brand on both their website and our platform was a natural fit. We look forward to a long and fruitful relationship with their team.” 

Saka PINK, and the new Saka WHITE coming in June, can be purchased through House of Saka’s website (https://www.houseofsaka.com/) as well as GanajaRunner.com and Budee.org.

 


AxisWireAxisWireApril 29, 2020
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7min2180

NAPA VALLEY, CA., April. 29, 2020 /AxisWire/ House of Saka, Inc., producers of the first and only alcohol-free, cannabis-infused beverages made from select vineyards within the iconic Napa Valley appellation, announced today that its award winning line of cannabis beverages are now available for home delivery throughout the entire state of California.

“Online, direct to consumer delivery platforms have always been the priority sales channel for our Saka Vinfusions™,” notes House of Saka, Inc. CEO, Tracey Mason. “The convenience, combined with a stigma-free shopping environment, provides the most ideal opportunity for both our traditional consumers and the emerging new consumer.” 

“The ability for us to be able to bring our product directly to our consumers presently sheltering safely at home during this crisis was critical,” expressed Sue Bachorski, House of Saka COO & CFO. “We are both excited and extremely grateful to have partnerships in place with such a respected and far reaching group as Driven Deliveries and their popular platforms Ganjarunner.com and budee.org. Their organization is professional, dependable and respected. These are the attributes that we seek in our relationships.” 

In the age of social distancing, it is now more important than ever to expand consumers’ access to cannabis while limiting one’s potential exposure to Covid-19. Partnering with Driven Deliveries, California’s fastest growing online cannabis retailer and direct-to-consumer delivery platforms, means House of Saka is available in 92% of California; including San Diego, Los Angeles, San Jose, Orange County, Palm Springs, Santa Barbara, Oakland, San Francisco, Sacramento, Sonoma and Napa Valley. 

“Delivering the industry’s highest quality and most desired brands to the doorsteps of consumers throughout the state of California is our number one priority, especially during this time of quarantine,” expressed Christian Schank, CEO of Driven Deliveries, Inc. “Partnering with the House of Saka to distribute their brand on both their website and our platform was a natural fit. We look forward to a long and fruitful relationship with their team.” 

House of Saka’s award-winning selection of luxury-infused cannabis beverages include:

Saka PINK – House of Saka PINK is made from a Rosé of Pinot Noir from Napa Valley. 

Saka WHITE – House of Saka WHITE is made from Napa Valley Chardonnay (Coming June 2020).

For both varietals, the grapes are traditionally fermented and aged in stainless steel before the alcohol is gently removed and replaced with Saka’s proprietary THC:CBD formulation. 

Saka PINK, and the new Saka WHITE coming in June, can be purchased through House of Saka’s website (https://www.houseofsaka.com/) as well as GanajaRunner.com and Budee.org.

About Driven:

Driven Deliveries, Inc., is the first publicly traded cannabis delivery service operating within the United States. Founded by experienced technology and cannabis executives, the company provides e-commerce solutions, online sales, and on-demand cannabis delivery, in select cities where allowed by law. Driven offers legal cannabis consumers the ability to purchase and receive their marijuana in a fast and convenient manner. By 2020, legitimate cannabis revenue in the U.S. market is projected to hit $23 billion. By leveraging consumer trends, and offering a proprietary, turnkey delivery system to its customers, management believes it is uniquely positioned to best serve the needs of the emerging cannabis industry and capture notable market share within the sector. For more information, please visit www.DRVD.com and review Driven’s filings with the U.S. Securities and Exchange Commission.

About House of Saka, Inc:

Based in Napa Valley, California, the House of Saka creates and manufactures infused luxury products targeting the female consumer. Their portfolio includes the Napa Valley, alcohol-free luxury infused beverages, Saka Vinfusions™, and a pending line of infused beauty and wellness products under the banner House of Saka Beauty. The company boasts an all-female leadership team guided by an all-female advisory board with more than 100 years of collective experience in wine, cannabis and luxury branding. For more information, please visit houseofsaka.com or follow us on social media @InfusedSaka and @InfusedLuxury.

Media Contact: Info@houseofsaka.com

 


StaffStaffApril 16, 2020
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5min8090

Today a new trade organization, the Cannabis Beverage Association (CBA), announced its formation along with the founding board members that operate at the highest levels within the industry.

To advance the interests of cannabis beverage producers and their consumers through advocacy and education, it is the mission of the CBA to help the burgeoning cannabis beverage sector reach its potential; a potential beyond a robust market cap, but that can offset society’s dangerous affliction with alcohol consumption with products that are enjoyable, session-able, and offer the healthful benefits offered by cannabis consumption.

“The rules governing cannabis manufacturers were developed without much regard for beverages and some of those rules are onerous and deserve a second look to ensure the nascent cannabis beverage segment is allowed to grow to its potential,” expressed Macai Polansky, co-founder of Spacestation, a cannabis beverage manufacturer, and founder of the CBA.

The CBA seeks to educate policymakers and consumers, establish standards for operators and testers to uphold, and advocate for common-sense policies so we can ensure that the cannabis beverage industry delivers safe, high-quality, reliable products to the consumers who enjoy them.

In an industry that’s littered with misinformation, membership in the CBA gives us a compelling and necessary platform through which to educate our legislators about the benefits of infused beverages and the challenges we face as an industry in bringing those benefits to the end consumer.,” said Tracey Mason, co-founder & CEO of the House of Saka.

Some of the immediate goals that this organization will be addressing during this legislative session include advocating for more realistic packaging requirements, less restrictive requirements for child-resistant resealable closures for multi-dose products, loosen the restrictions on use of alcohol-related terminology (i.e. rose’, IPA, etc.), increase the tolerance for variance from the labeled amount in microdose products, and to simplify the process for obtaining finished product beverages to use as samples. These are some of the issues that are keeping infused beverages from reaching its potential and the CBA hopes to help alleviate these harsh and unnecessary restrictions through strategic and thoughtful lobbying efforts.  

Founding Board Members Include:

Macai Polansky – Spacestation – Founder and President/Chairman

Austin Stevenson – Vertosa – Founding Member and Treasurer

Aaron Silverstein – BevZero – Founding Member and Secretary

Ben Larson – Vertosa – Founding Member

Amy Ludlum – California Dream’ – Founding Member

Peter Bishop – California Dream’ – Founding Member

Cynthia Salarizadeh – House of Saka – Founding Member / PR & Messaging

Tracey Mason – House of Saka – Founding Member / PR & Messaging

Sebastian Smuts – Cann – PR & Messaging

Ishan Kapoor – Cann 

Brands Involved:

Spacestation

Vertosa

House of Saka

Cann

BevZero

California Dreamin’

KZen Beverages

Venice of America

Fiorello

Calexo


AxisWireAxisWireApril 16, 2020
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5min3300

Sacramento, CA – April 16, 2020 /AxisWire/ Today a new trade organization, the Cannabis Beverage Association (CBA), announced its formation with founding board members that operate at the highest levels within the industry. To educate policymakers and consumers, establish standards for operators and testers to uphold, and advocate for common-sense policies so we can ensure that the cannabis beverage industry delivers safe, high-quality, reliable products to the consumers who enjoy them.

“Having been a founding member of the California Cannabis Couriers Association (CCCA) and seeing the progress that can be made with a passionate group of industry stakeholders, I founded the Cannabis Beverage Association. The rules governing cannabis manufacturers were developed without much regard for beverages and some of those rules are onerous and asinine and deserve a second look to ensure the nascent cannabis beverage segment is allowed to grow to its potential.” Macai Polansky, co-founder of Spacestation, a cannabis beverage manufacturer, and founder of the CBA.

Some of the immediate goals that this organization will be addressing during this legislative session include advocating for more realistic packaging requirements, less restrictive requirements for child-resistant resealable closures for multi-dose products, loosen the restrictions on use of alcohol-related terminology (i.e. rose’, IPA, etc.), increase the tolerance for variance from the labeled amount in microdose products, and to simplify the process for obtaining finished product beverages to use as samples. These are some of the issues that are keeping infused beverages from reaching its potential and the CBA hopes to help alleviate these harsh and unnecessary restrictions through strategic and thoughtful lobbying efforts.  

Founding Board Members Include:

Macai Polansky – Spacestation – Founder and President/Chairman

Austin Stevenson – Vertosa – Founding Member and Treasurer

Aaron Silverstein – BevZero – Founding Member and Secretary

Ben Larson – Vertosa – Founding Member

Amy Ludlum – California Dream’ – Founding Member

Peter Bishop – California Dream’ – Founding Member

Cynthia Salarizadeh – House of Saka – Founding Member / PR & Messaging

Tracey Mason – House of Saka – Founding Member / PR & Messaging

Sebastian Smuts – Cann – PR & Messaging

Ishan Kapoor – Cann 

 

Brands Involved:

Spacestation

Vertosa

House of Saka

Cann

BevZero

California Dreamin

KZen Beverages

Venice of America

Fiorello

Calexo

Organization Mission Statement:

To advance the interests of cannabis beverage producers and their consumers through advocacy and education. It is our mission to help the burgeoning cannabis beverage sector reach its potential; a potential beyond a robust market cap, but that can offset society’s dangerous affliction with alcohol consumption with products that are enjoyable, session-able, and offer the healthful benefits offered by cannabis consumption.

About Cannabis Beverage Association:

Founded in 2019 and headquartered in Sacramento, CA, the Cannabis Beverage Association (CBA) is a trade association established to represent and advocate on behalf of the producers and consumers of cannabis beverages. By educating policymakers and consumers, establishing standards for operators to uphold, and advocating for common-sense policies, we can ensure that the cannabis beverage industry delivers safe, high-quality, and reliable products to the consumers who enjoy them. For more information, please visit cannabisbeverageassociation.com or find us on social media @CBAstandard.

 

Media Contact:

Cynthia Salarizadeh

Cannabis Beverage Association

cynthia@salarmediagroup.com

 


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11min17570

So many things have been turned upside down with this pandemic, and saying we live in interesting times would be an understatement. Industries and businesses are being demolished and altered in ways unheard of just a month ago, and a rare few are actually booming. 

For the cannabis industry, one of the biggest changes leading to a boom is that as a whole cannabis is now being considered an “essential” part of life nationwide. The level of legitimacy this brings to the industry would have normally taken another decade. 

Delivery services and curb side pick-up have been implemented across the country also erasing years of necessary effort overnight. But overall, the complete change in cannabis consumer behavior has been one of the most interesting developments to witness for many of us.

As reported by Vice, politics and current events are major sources of anxiety for many in the United States and this leads to an increase of unhealthy behaviors like drinking alcohol, smoking, or eating poorly to cope with what is termed as “headlines distress disorder”.

In times of great stress, the sale of alcoholic beverages has proven to surge without fail. With legal cannabis now implemented around the country, the same is now proving to be true. According to Headset, during this current Coronavirus crisis, US adult use cannabis markets show average daily sales at large increase by 10%.

Sue Bachorski, formerly with Constellation Brands for 30 years and currently with the House of Saka, explained that “historically, alcohol sales frequently rise during times of economic downturn, regional disasters, etc. There is no reason to believe that cannabis sales would be any different and there will likely be a prolonged upswing for the foreseeable future.”

The Numbers Say It All

As of April 2, 2020, Headset released data that shows how the landscape of preferred cannabis products and consumption methods has proven to alter completely.  In the analysis, Headset compares the average daily sales of each product category before the COVID-19 sales bump began (January 1st through March 6th) to the COVID-19 crisis time period (March 7th through March 31st).

Cannabis infused beverage sales have increased by 14% while edibles accounted for a 28% increase. With infused beverages previously only accounting for 1% of the market, this is a big jump for the category. The reasoning for this change in consumer sales makes sense considering the virus attacks your respiratory system, so people would rather eat or drink their cannabis instead of smoking or vaping it. Pre-rolls and topicals have actually fallen by 13%.

I reached out to some key players in these categories to find out why they feel these increases have occurred. Warren Bobrow, co-founder of cannabis infused beverage brand Klaus Apothicaire and a Vices writer for Forbes, told Green Market Report that he felt that “while being quarantined in our homes, it makes perfect sense to further expand our inner space with high quality cannabis beverages and edibles. Smokable products could prove tricky with this particular virus.”

Ben Larson, CEO of Vertosa, said that “in these uncertain and challenging times, it’s an encouraging silver lining to see cannabis consumers increasingly seeking out infused beverages. There are likely several factors affecting the recent rise in sales, but an important takeaway is that infused beverages are typically designed for individual consumption and can be consumed discreetly, which is ideal during social distancing. They are also an approachable, familiar way to consume cannabis for less experienced users and those looking to avoid smoking during this time.”

The Women Stepped Up Their Spending

Beyond the types of products surging, the Headset data showed that even gender sales show a change in behavior during this crisis. While both genders saw significant increases in cannabis spending, females had more than double the sales growth of males. As Headset previously reported, males make up roughly two thirds of cannabis spending on any given day. Therefore, it could be speculated that females were less likely to have cannabis products on hand and more likely to feel a sense of urgency to stock up.

Tracey Mason, CEO of House of Saka, explains that she believes females could be a major driver in these increased category surges because “there is a triangulation of needs that beverages and edibles meet specifically for the female consumer: They offer precise dosing which provides a safe and controlled means by which to experiment, they offer a subtle means of consumption which removes the stigma associated with smoking and vaping and they are multi-use which drives sociability and expands usage occasions. Safe, Subtle and Social, those are the benefits of infused beverages in a nutshell.”

It remains to be seen as to whether these changes will become market altering over the long term, or if it was truly just a panic surge with no real impact. But as far as the change in gender sales, if this pattern continues, brands will need to evolve their marketing campaigns to appeal more to women.  

“Women are often seeking a healthier alternative to alcohol, but want an elevated social experience. To do this with cannabis is ideal. In addition, women want a product that has relatable packaging, tastes amazing, and feels safe. This tends to be achieved with an edible or an infused beverage, so I am not surprised that when their sales surged during the panic buys, they gravitated toward these products. The cannabis consumable sector has come a long way. The existing products have nailed the experience for the female consumer, so this demographic will continue to grow in the coming years,” says founder & president of Viv & Oak, Alana Burstein.
Will It Last?
If the patterns remain the same for edibles and beverages for the duration of the pandemic’s hold on our behavior, which could affect our lives for up to 18 months, it is safe to say that habits may have altered indefinitely with far reaching consequences for the foreseeable future. 

Understandably, edible and beverage brands are predicting continued growth. “We’ve seen exponential growth in our edibles sales at Garden Society and expect that as these shelter in place orders remain in place, we will continue to see growth. We believe this will have an impact on the overall market and consumer trends over the next year,” said Karli Warner, co-founder of The Garden Society

Geoff Doran, founder and CEO of Van Doran Brands, stated that “right now we are watching this trend very closely as edible and infused beverage companies. We aren’t too surprised that there is a current spike with these categories. We think the current spike has a lot to do with the “newbies” that are bored at home and giving cannabis a shot because of easy access they have through delivery, and quite frankly because they have nothing else to do with their days. A lot of the new cannabis buyers tend to gravitate toward a method of consumption that is familiar to them, which is obviously through eating and drinking. We’re excited about this spike because we know people will realize that edibles and cannabis beverages are a great cannabis experience!”



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