Breakthru’s Entry Into The CBD Beverage Category
August 31, 2021In case you missed last week’s news alert, Breakthru Beverage is entering the CBD beverage category, with an agreement to handle the Recess brand. Recess is billed as a calming CBD and adaptogen infused sparkling water.
Drew Levinson, Breakthru’s vice president, business development, emerging brands, said Recess “is playing at the intersection of some of the most significant emerging trends in the industry including greater consumer focus on mental well-being and the increasing demand for products that reduce stress; the rise of new functional ingredients such as CBD, adaptogens, and magnesium; consumer desire for alternative beverages; and the growth of functional beverages and sparkling water.”
Breakthru will carry both the Recess’ flagship CBD line and the Recess Mood line, which includes magnesium and adaptogens, in Arizona, Colorado, Florida, Illinois, Virginia, and Connecticut (through its CDI affiliate), with additional expansion planned for the near future. Recess and Recess Mood will also be available through Breakthru Now, the company’s proprietary e-commerce solution, and third-party e-commerce partner Provi.
With the addition of Breakthru, all three of the top spirits and wine wholesalers in the U.S. are now active in CBD. Southern Glazer’s is partnered with Canopy Growth on its Martha Stewart and Quatreau lines, and RNDC recently announced a deal to distribute CBD products from DayTrip, Oh Hi, Sati Soda, and Wyld CBD.
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