Warren Bobrow Archives - Green Market Report

Kaitlin DomangueJune 11, 2020
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6min20200
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.

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11min32870

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!”


Noemi GonzalesFebruary 14, 2020
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“Cannabis Cocktails, Mocktails & Tonics:

The Art of Spirited Drinks and Buzz-Worthy Libations” by Warren Bobrow 

What a time to be alive!

More and more states are moving toward legalization, strains have evolved, and now you can learn about the best drinks to accommodate your preferred cannabis strains.

Today we are reviewing “Cannabis Cocktails, Mocktails & Tonics: The Art of Spirited Drinks and Buzz-Worthy Libations” by Warren Bobrow and doing a deep dive on the best matches between beverages and marijuana.

-Topic Focus-

As the name suggests, this book focuses on the best combinations of cannabis and alcoholic beverages and boasts over 75 unique recipes to enjoy throughout this interesting book.

Familiarize yourself with a solid decarboxylation process in order to maximize the psychoactive effect that cannabis can produce.

You will find more than just alcoholic beverage recipes here. The range of recipes found here is quite interesting. You can find detailed steps to create your own infused milk-based drinks, various teas,  concentrated oils, compound butters, and more. Pretty cool, huh?

There is also a degree of information focusing on the social perception of cannabis and how it has evolved in recent years. This recent evolution in understanding cannabis is what allows breathing room to our innovators and creators to experiment with topics such as infusions, concentrates, beverages and more.

 -About the Author-

Warren Bobrow’s expertise on these topics becomes clear very quickly in this book. Warren has experience writing content focused on cocktails and drinks for publications such as Eater, Foodista, Total Food Service, Saveur and Whole Foods, Distiller and Beverage Media, Serious Eats, and many more. Warren also has experience teaching his craft at Stonewall Kitchen in Maine.

In 2010 Warren was asked to participate as a Ministry of Rum judge in the Fête de la Gastronomie in Burgundy. You can explore more of his content at “The Cocktail Whisperer”, his popular blog and through his variety of books. Some of the books written by Bobrow include “Shrub Syrup Cocktails”, “Apothecary Cocktails”, and “Whiskey Cocktail and Bitters”.

-Reading Experience-

Infusions, extractions, and mixing your own beverages can be challenging but “Cannabis Cocktails, Mocktails & Tonics: The Art of Spirited Drinks and Buzz-Worthy Libations” by Warren Bobrow shed some excellent light on the topic. Online guides can be confusing or outright incorrect so having guidance from a seasoned veteran like this author makes a powerful difference in the quality of your own extractions/infusions.

You can tell that the author has experience teaching as each recipe and process is broken down in a way that even a rookie to cannabis and mixing can keep up with.

-Summary-

So much reliable information condensed into 160 pages here in this book, it’s great!

The detailed processes do not skip steps and make sure to be very clear all the way to completion.  Some of these recipes seem downright exciting to try out and would make for fun social gatherings to experiment with friends.

This book is fun, insightful, and has a ton of value to offer without an overt amount of fluff or ranting.

If you would like to start getting your mix on and see what “Cannabis Cocktails, Mocktails & Tonics: The Art of Spirited Drinks and Buzz-Worthy Libations” then get your copy here and get started:

https://www.amazon.com/Cannabis-Cocktails-Mocktails-Tonics-Buzz-Worthy/dp/1592337341/ref=sr_1_1?crid=324H3DEL9CJ1X&keywords=warren+bobrow&qid=1580745556&sprefix=warren+bobr%2Caps%2C322&sr=8-1


StaffJanuary 1, 2020
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Cannabis Cocktail master Warren Bobrow brings in the new year with a New Year’s day winter punch created with the award winning Saka Pink, and we are all looking forward to tasting it!

Photo Credit: Cocktails de L’Apothicaire By Warren Bobrow

 

Saka Pink was carefully selected as the perfect mixer for this wonderfully well balanced sipper.

It should be served ideally in a coupe glass, which you may remember also used to be used for Champagne.
If you are still using them for Champagne, STOP NOW!
Only use it for this cocktail.
For Champagne, use a Burgundy glass.. much, much better.

Photo Credit: Traci Seville

Saka New Year’s Punch Made even more effervescent with Fruitations Tangerine Syrup and Pickett’s Ginger Beer
RECIPE
Ingredients:
1 750ml bottle of  Saka— THC Infused-dealcoholized Napa Valley wine
6 oz. Fruitations Pure Natural Tangerine Simple Syrup
4- 12oz. Cans of Ginger Beer- I used Pickett’s – it’s Authentic and in a can!
10 shakes of Fee Brothers Lime Bitters
Grilled orange slices
Prep:
For a crowd
Add all the liquid ingredient (except for the ginger beer) into a punch bowl
Mix carefully and completely
Add a block of ice
Add the Ginger Beer fizzy soda
Add the lime bitters
Add the grilled orange slices
Stir again and serve to a very thirsty crowd

StaffNovember 27, 2019
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5min12980

The holiday season is in full swing and there is nothing more traditional than boozy holiday punch. Party hosts have been mixing up these sweet and fruity seasonal concoctions for decades, getting their guests more festive by the alcohol-fueled, calorie-laden glassful. Up until now, a bottle of cheap wine, vodka or brandy provided the only real base for this gleeful grog, topping off the tipsiness and driving up the dread for the inescapable hangover to follow.

But what if there was a way to get into the holiday spirit without, um, the spirit?

Luckily, like a liquid gift from Santa’s coolest helpers, Cannabis-infused beverages can now provide the perfect alternative base for your holiday punch without the negative effects of alcohol. With traditional flavor options like of orange, cinnamon, lime, cranberry and apple cider, cannabis-infused beverages provide the perfect buzz with far less calories and no hangover.

If it sounds too good to be true, think again. We are now living in an age where, in many states, cannabis is no longer prohibited. Advancements in micro-emulsion and infusion technologies have spiked an increase in infused beverages whose rapid onset effects and speedy dissipation rates have cannabis newbies and enthusiasts alike touting them as the safest, most consistent and predictable way to get know your dose and your high on.

Now that these beverages exist, many believe they will become the substitute intoxicant for traditional, alcohol-themed past times and gatherings. So, this year, as your friends and family gather around fires and football games to get toasted over the holidays, why not try a cannabis-infused beverage in place of that cheap wine, vodka or brandy?

For a delicious holiday punch, for example, start off with House of Saka PINK, widely hailed as the tastiest and most luxurious cannabis-infused beverages available today. Made from an alcohol-removed rose´ of Pinot Noir sourced from a single vineyard in Napa Valley, House of Saka PINK’s wine-like aromas and flavors of ripe strawberry, orange blossom, elderflower and pink grapefruit provide the perfect base holiday cheer. See recipe created by world famous mixologist Warren Bobrow below…

 

Saka Holiday Punch  

 

Recipe:
Saka holiday punch
Chilled burgundy glass
3 oz. fresh orange juice
1 oz. fresh lime juice
.25 fresh lemon juice
1 oz botanical (alcohol-free) gin
__________________________
3 oz. Saka
2 shakes Angostura Bitters
Large cube ice
Orange slice
Fresh mint
__________________________
Prep
Prechill burgundy glass
Rub inside with freshly slapped mint (releases the oils)
Add ice
Add orange slice
__________________________
Fill a Boston Shaker 3/4 with ice
Add the juices and cap. shake hard
Pour over ice
Top with Saka
Dot with Angostura
Float the gin on top and sip through.
___________________________


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