Edible cannabis products were legalized in Canada in October 2019, and Truss positions itself as an early entrant to the market with the JV formed back in August 2018.
The five new non-alcoholic beverages are infused with varying levels of CBD and THC. The beverages are rolling out across cannabis retailers nationwide from this month and can also be purchased online via provincial boards.
'A calibrated and consistent experience'
The five new beverages are:
House of Terpenes: Limonene and Myrcene flavored sparkling tonics, made with botanically sourced terpene flavors. Contains 5mg CBD and 5mg THC per 355ml bottle (‘medium potency’).
Little Victory: Naturally flavored, light tasting, bubbly beverages available in Dry Grapefruit and Dry Lemon, and two fruit flavor forward sparkling beverages in Dark Cherry and Blood Orange. Contains 2.5mg CBD and 2.5mg THC per 355ml bottle (‘low potency’)
Mollo 2.5 and Mollo 5: Crisp-tasting cannabis beverages with a light hoppy finish. 2.5mg CBD and 2.5mg THC for Mollo 2.5 and 5mg CBD and 5mg THC for Mollo 5.
Veryvell: A lineup of products that support self-care, including Strawberry Hibiscus and Sicilian Lemon-Flavored Sparkling Waters; Lemon Black Iced Tea; and Cannabis Extract Drops. 2.5mg CBD and 2.5mg THC (‘low potency’).
XMG: Non-carbonated, high-intensity flavored beverages in Mango Pineapple and Tropical Fruit flavors. Contains 10mg THC per can (‘high potency’).
Truss says its cannabis-infused beverages ‘signal a new way to enjoy cannabis that Canadians have been waiting for’.
Data from studies of Canadians of legal age suggests that 71% of Canadians cite smoking as the main reason they do not consume cannabis; while 74% dislike the smell of cannabis on their clothing.
Truss also says that a growing percentage of legal-age Canadians are trying cannabis-infused beverages so they can consume cannabis without smoking it (42%).
Truss’ beverages also offer a ‘calibrated and consistent experience’ – unlike many traditional edibles, according to the company.
Beyond beer
Molson Coors - whose brands include Coors Light, Miller Lite and Blue Moon (Belgian Moon) says the JV marks another chapter in its ambitions to move beyond beer. The company rebranded as Molson Coors Beverage Company in January this year (from Molson Coors Brewing Company), reflecting the diversification of its portolio.
“As Molson Coors broadens out beyond beer, non-alcohol cannabis beverages are an exciting new frontier in Canada, and Truss has developed some incredible brands and beverages that are sure to be leaders in that marketplace,” says Pete Marino, a member of Truss’ board of directors and president of Molson Coors’ emerging growth division.
Molson Coors also took its first steps into the spirits category this year in Canada with the launch of Aquarelle, a vodka-based beverage. In the summer it released a hop-infused, non-alcohol brand called Vyne Botanicals.
In the US, Molson Coors purchased Clearly Kombucha in California in 2018; and entered the wine category this year with the launch of MOVO Wine Spritzers. And it took ‘a significant stake’ last year in LA Libations, which makes non-alcohol beverages aimed mostly at health-conscious consumers, such as Zico Coconut Water, Core Water and Body Armor. It has also made several moves in the hard seltzer category with Vizzy Hard Seltzer and Coors Hard Seltzer.
