As beverage companies face declining sales and diminishing interest in alcoholic drinks among younger generations, cannabis firms are increasingly targeting beverage consumers. Curaleaf, a prominent player in the cannabis sector with dispensaries in 19 states, aims to capture this emerging demographic with its new product line. The company has introduced Zero Proof Squeeze, a cannabis-infused beverage enhancer that adds THC to any liquid when squeezed in, as stated in their recent press release. Curaleaf claims that the effects of this product can be experienced more quickly than traditional edibles, typically within 15 to 30 minutes, with each compact bottle delivering 2.5mg of THC per squeeze.
Currently available in Illinois at Curaleaf’s retail outlets and wholesale dispensaries, this product line launches in four flavors: Lime, Sweet, Orange, and Cherry, with each 40-milliliter squeeze bottle containing a total of 100 milligrams of THC. Zero Proof Squeeze is the inaugural product under the Zero Proof brand, with additional beverage offerings planned for future release. According to Kate Lynch, Curaleaf’s executive vice president of marketing, the product is already showing promising sales in the state. “The value proposition that led to its creation was a tasty product that is low dose, discreet, and portable,” Lynch remarked. “We’ve found that low-dose edibles and beverages are effectively attracting new consumers into the cannabis space.”
In developing Zero Proof Squeeze, Curaleaf utilized nanotechnology to enable THC to dissolve in beverages, transforming concentrated cannabis oil into water-soluble molecules. The company has also taken consumer feedback into account, refining the product based on responses to its previous offering, Select Squeeze, launched in 2021. Improvements have been made to the packaging for easier pouring and the flavor profile has been enhanced with a natural sweetener, as detailed in the press release.
Targeting millennial and Gen Z consumers who wish to reduce their alcohol intake is a vital aspect of Curaleaf’s strategy. The company referenced a Gallup poll indicating that the number of individuals under 35 who regularly consume alcohol has decreased by 10% in the past two decades. Lynch noted that the health-conscious attributes of Zero Proof Squeeze could appeal to consumers seeking to avoid the hangovers and high calorie counts associated with alcohol. “This product has no hangover, so for those replacing a glass of wine or a case of beer, there are significant benefits to using Zero Proof,” she explained.
However, marketing cannabis products to younger audiences poses challenges due to regulatory restrictions on advertising. Curaleaf has found success in utilizing influencers who promote the product on social media platforms. The company aims to distribute its beverage products in every state where it is legally permitted, strategically piloting its cannabis offerings in states with less stringent laws to test them in their “truest form.” The flavor profiles are also tailored to local preferences; for example, the company may favor citrus flavors in Florida as opposed to the Northeast.
Curaleaf sees considerable potential for its Zero Proof brand, with aspirations to broaden its range of beverage products. Lynch mentioned that the company is exploring formats such as powders that can be mixed into drinks and ready-to-drink (RTD) canned beverages. However, she acknowledged that selling RTD products is currently problematic due to limited storage at dispensaries and restrictions on interstate sales. “At this moment, creativity is essential for commercializing a beverage, but as regulations evolve and states become more accommodating, we anticipate an increase in ready-to-drink brands, which will likely target traditional beer and seltzer consumers,” Lynch stated.
In addition to its innovative offerings, Curaleaf is also considering the introduction of gummy calcium citrate products to complement its beverage line. These gummies, which could provide an additional method for consumers to experience THC, align with the growing demand for low-dose cannabis options. Lynch emphasized that by incorporating gummy calcium citrate into their product offerings, Curaleaf aims to further engage health-conscious consumers and capitalize on the expanding market for cannabis-infused products.