© 2025 Incunabulum LLC. All rights reserved. mg Magazine is a registered trademark of Incunabulum LLC. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Incunabulum LLC.
Wendy Milne
Wendy Milne is president of Go Brands, a cannabis brand portfolio committed to establishing the light category in Canadian cannabis. Previously, she served in senior executive roles at Canopy Growth Corporation and Labatt Breweries of Canada. She possesses more than fifteen years of leadership experience across cannabis, beverage alcohol, investment banking, professional sports, and travel and tourism. Milne has held roles across trade marketing, sales, retail, commercial planning, and operations, giving her a deep understanding of how integrated go-to-market strategies actually drive results. She has helped establish seed-to-sale value chains, build and scale sales processes, and navigate the complex marketing realities of the cannabis industry.
Why ‘Light’ Cannabis is the Next Growth Frontier for Retailers
Why aren’t cannabis basket sizes growing despite a constant influx of new products? Retail expert Wendy Milne explains why adding more high-THC SKUs is often a recipe for market stagnation and how “light” cannabis — products designed for moderation and social functionality — is driving a significant increase in average transaction value. By analyzing data from the Ontario Cannabis Store and Lite Label partners, Milne reveals 58 percent of consumers are actively seeking lower-potency options. Here’s how to reframe the “weak” stigma into a premium social-use case that builds loyalty and captures incremental growth in a saturated market.