It’s not an exaggeration to say it’s harder to build a brand in cannabis than in any other industry. Unlike traditional consumer packaged goods, cannabis brands can’t build their customer base through Instagram ads or influencer affiliate links. We can’t jump on the direct-to-consumer trend, because those sales are legally off limits. And the gifting and discount rules are highly regulated and different in every state.
As the founder of a brand that’s available in both New York and Oregon, I’ve tried (and failed) at a lot of different outreach and marketing tactics. But I’ve found one thing to be true: Success hinges on having a strong, symbiotic relationship with dispensaries.
Why dispensary partnerships matter more than ever
When I launched my brand, I initially believed that community-driven brand activations, like sponsoring local events or cause-based campaigns, would build traction. But without a clear connection to retail, those well-intentioned efforts flopped. We once sponsored a reggae festival here in Oregon. The event was vibrant, the demographics matched our brand, and the vibe felt right. But when we tallied results? Zero sales. Why? Because consumers had no actionable next step. They couldn’t sample or purchase the product at our booth, and no one we engaged with followed up at a dispensary days or weeks later.
We’ve learned if we’re not working hand-in-hand with dispensaries, even the most inspired brand marketing falls flat. Dispensaries remain the only place consumers can buy cannabis products legally, so they’re also the best place for customers to learn. They are the modern gatekeepers of brand discovery, and the most important partner any brand can have.
How can you start building a strong partner relationship with dispensaries?
Choose retail partners who engage their community
First, identify retailers who want to engage their community, not just sell to its members. I prioritize dispensary partners that already host events or are open to creative collaborations. For example, we recently partnered with Superfly, a dispensary near Central Park, to host a yoga-in-the-park activation. Customers were invited to buy Alibi products at the store, then attend a yoga session focused on intentional consumption. The result? Brand exposure, customer connection, and actual sales.
Contrast that with trying to sponsor a yoga class through a studio alone. Without an embedded retail component, the return on investment just isn’t there. In our industry, proximity matters. Consumers need to encounter a product and be able to purchase it almost immediately or you risk losing them.
Go beyond tabling to create memorable customer experiences
Second, look for partners who are open to more than just tabling. We all know what it’s like to walk into a dispensary and see a rep standing behind a folding table with a product and a smile. While that has its place, today’s consumers want experiences. They want storytelling. And they want something memorable. Co-branded events, education-driven demos, and consumption-centric gatherings (where legally allowed) offer higher value than simply handing out a sticker or postcard.
One example of this is an event series created and hosted by Planet Nugg called “Free to Heal.” The series offers trauma-informed tips on how legal cannabis is helping survivors, veterans, and those living with post-traumatic stress disorder to find peace, purpose, and a path forward. My brand supports and partners with the Long Island dispensary to promote the event series.
Build your brand strategy for the retail shelf
Third, brand strategy must reflect these realities. At Alibi, we designed our brand with both consumer and retailer in mind. Our packaging, merchandising displays, and messaging are built for the shelf. That’s where the conversion happens! It’s not about flashy campaigns or gimmicks. It’s about clarity, quality, and connecting with the buyer where they are.
Invest in field marketing teams who can tell your story
Next, build your field marketing and brand ambassador teams strategically. Relationships are everything. The firm we use has created an awesome team of brand storytellers that work with us to share our vision. They are engaged and embedded in the communities and work to share our story.
Treat regulations as creative guardrails, not barriers
Finally, don’t view regulatory challenges as roadblocks. Instead, treat them as creative constraints. Sure, we can’t give out samples in public parks or run big-budget billboards. But those limitations force us to be more intentional. They push us to build real relationships with customers and with our retail partners.
The takeaway for cannabis brands
For brands hoping to make a mark, the message is simple: If you’re not working closely with dispensaries, you’re working in the dark. The brands that will survive and thrive are the ones that treat retailers not just as distribution points but as collaborators in the customer journey.
What cannabis marketers need to know about working with dispensaries
Why are dispensary partnerships essential for cannabis brands?
Dispensaries remain the only legal touchpoint where brands can convert interest into purchases. They’re also where consumers learn, ask questions, and discover new products, making retailers the most influential gatekeepers in the cannabis customer journey.
What types of events work best for cannabis brand–retailer collaboration?
Experiential, educational, and co-branded events perform best: yoga sessions, wellness classes, community workshops, and consumption-centric activations (where legal). These create memorable connections and tie directly to the point of sale.
How can cannabis brands improve their in-store presence?
Effective packaging, shelf-ready displays, and clear messaging help consumers quickly understand the product. Strong merchandising at eye level, plus engaged ambassadors, increase conversions.
How can brands navigate marketing restrictions in cannabis?
By using constraints as creative prompts. Instead of relying on traditional advertising, brands can focus on immersive experiences, storytelling, field marketing, and relationship-building at retail.
What makes a dispensary a good partner for cannabis brands?
Look for retailers who host events, educate customers, support community engagement, and view brand collaboration as a win-win, not just a transaction.
At cultivator Alibi, founder Marianne Cursetjee develops business strategy, operations, commercialization, systems, and processes at scale to deliver revenue growth and positive cash flow. Her education and experience in finance and business established a solid foundation for the Oregon cultivator’s recent expansion into the New York market.
