“I love low-dose cannabis drinks, it’s something new and different,” says Thomas Wesley Pentz, better known by his stage name, Diplo, of his new THC-infused selzers. “I can drink a few and relax.”
According to information obtained exclusively before an official announcement, the new cannabis drinks will soon be launched in California, under the Leisuretown brand. The product is the result of a partnership between the famous DJ, the Californian cannabis drinks company Leisuretown, the professional skateboarder Rob Dyrdek and the cannabis supply chain company HERBL.
Developed by a team of craft brewers, weed lovers and chemists, Leisuretown’s new THC-infused drink, containing 2.5mg of THC and 5mg of CBD, builds on its predecessor, a hemp-infused cannabis containing 25 mg of CBD. The psychotropic version will come in three flavors: Cherry Vanilla, Ginger Berry and Yuzu Lime.
A sizzling market
According to estimates from The Brainy Insights, the global cannabis beverage market is expected to reach nearly $3 billion in sales by 2028, up from just half a billion in 2020. Adoption will be driven by several factors, ranging from health issues to the desire to avoid both smoking weed and drinking alcohol, for increased availability and variety.
California is particularly fond of cannabis drinks. According to data from LeafLink, it was one of the fastest growing categories in the cannabis space, with over $64 million in sales, a 50% growth from 2020.
“The growing cannabis beverage category has become increasingly popular, and I am all in favor of the optimization that Leisuretown offers,” comments Rob Dyrdek. “[The] seltzers are a tasty drink that won’t ruin my day, delivering microdoses of THC that allow consumers to let loose while staying in control of their cannabis experiences.
Other big players in the cannabis beverage industry include Canadian marijuana giants Canopy Growth and Aphria, Bhang and Dixie Brands, as well as best-selling, celebrity favorite Cann, recently featured on Forbes by Will Yakowicz. In fact, that same column portrayed some of the superstars working with Cann, like Tove Lo and Darren Criss, who are increasingly opting to replace alcohol with weed-based drinks.
“A little more golden”
According to Rob Dyrdek, cannabis drinks are what’s happening. “They just make everything look a little more golden,” he argues.
For Doug Walker, President and Founder of Leisuretown, what’s golden here is opportunity. He has partnered with two of the hottest celebrities in the world right now and one of the biggest cannabis supply chain solutions companies.
Diplo and Dyrdek have each amassed over 14 million social media followers. According to internal data, HERBL serves more than 1,000 licensed retailers in California, including 30 of the top brands and 98% of storefronts in that state, as well as 99% of storefronts in Nevada.
“Our team couldn’t be more excited to partner with California’s leading retailer to welcome an even wider audience to Leisuretown. This partnership, with the support of HERBL and two celebrity brand ambassadors, represents an alignment in scalability to really bring cannabis drinks to the mainstream,” says Walker.
“Leisuretown combines the crunchy, fizzy and delicious nature of seltzer with the calming effects of cannabis, creating a session drink that keeps you performing at your best,” he concludes.
Stay tuned for more details on the upcoming launch.