LOS ANGELES – CANN, maker of cannabis-infused “Social Tonics,” has just received a huge boost from an impressive group of celebrities including Gwyneth Paltrow, Rebel Wilson, Ruby Rose, Darren Criss, Baron Davis, Tove Lo, Casey Neistat, and Bre-Z.
Co-founded by Luke Anderson and Jake Bullock, CANN has quickly ascended to become one of the premier cannabis beverage producers. They’ve sold over 2 million units and should be positioned for considerable growth now that they have received the support of many high-profile celebrities. Already, CANN is the highest selling THC-infused beverage in California, according to BDS Analytics.
But CANN’s success was far from assured when Anderson and Bullock first launched their product line and they could not lure celebrity endorsements simply by writing big checks.
“Initially, we had a zero dollar marketing budget and we had no choice but to just share these products and gauge everyone’s reaction,” Anderson said about getting his product in front of celebrities.
The endorsement from so many influential people is not something Anderson and Bullock take for granted. “It was a year-long effort to get this group together,” said Anderson. “It took some bravery on their part to endorse a product category that is still not federally legal.”
For Ruby Rose, an actor known for her recent portrayal of Batwoman on The CW Network, the decision to back CANN was based on her belief in the brand’s vision and values.
“When making an investment decision, you have to invest in two things—the product and the people. The CANN product is excellent—it’s delicious with all-natural ingredients, it [has] beautiful branding and packaging, and its uniqueness as a micro-dose beverage make it a winner,” said Rose. “The team behind it is smart and have grown the brand quickly without compromising value or bending to what the traditional cannabis market is ready for right now. Added to that is the fact that this company is queer-founded and diverse. They are building a team currently made up of 50 percent plus women and 33 percent plus people of color. So for me, it was an easy decision to invest.”
While other infused beverages and edibles can overpower cannabis consumers, especially new users, CANN engineered its Social Tonics for those looking to retain control of their experiences.
“CANN is the perfect product for someone who is just starting out and probably one of the only THC cannabis products on the market that will not get consumers too high,” Anderson explained. “Less than 2.5mg of THC is not going to hurt anybody.”
CANN’s products are micro-dosed at 2mg THC and 4mg CBD per can, a ratio appreciated by Academy Award-winning actress and chief executive officer for the wellness brand Goop, Gwyneth Paltrow.
“CANN sits at the intersection of two powerful trends we’ve been monitoring at Goop for some time: the ‘sober curious’ and ‘cannabis curious’ movements,” Paltrow said. “There’s no reason why alcohol should be so much easier to purchase than CANN, and I’m confident the founders will lead the charge in finding ways to integrate it into the same purchasing channels and drinking environments.”
Actress and comedian Rebel Wilson views the low dosage as a great benefit as well, especially for those seeking to enjoy it with friends. “CANN is perfect when you’re having a dinner party or a few friends over and you want to serve an adult drink that is also healthy and has natural ingredients,” she said.
Consumers may also be interested in CANN’s nutritional properties. The company’s drinks max out at thirty-five calories per can, with some flavors having even fewer calories.
“We don’t look at other cannabis products as a substitute for CANN,” Anderson said. “Some edibles have empty calories but CANN does not. An edible may have high fructose corn syrup or artificial ingredients and if you compare it to a spiked seltzer, you can drink three cans of CANN Social Tonic and still not exceed the calorie count of those products.”
