California Beverage Brand Pamos Targets National Market
September 17, 2024California-based hemp THC drinks brand Pamos is targeting the national market with a new campaign as it continues to roll out across the country. Pamos has partnered with multi-platform company Dear Media, and tells SND it will invest in digital, paid social, and podcast advertising, as well as local ads and promotional events in markets with key retail partnerships as its expansion continues.
“The popularity of hemp-derived THC beverages continues to grow among consumers, which is driving continued adoption from both traditional retailers and alcohol distributors,” Pamos president Jared Dougherty told SND. “Pamos will be on store shelves in more than 20 states by year-end.”
Featuring hemp-derived delta-9 THC, Pamos includes a spirit-style offering in 750-ml. format aimed at cocktails, as well as RTD cocktails Peach & Guava Bellini, Tropical Mai Tai, Raspberry Long Island Iced Tea, and the new Strawberry Margarita. The brand debuted in all Spec’s locations in Texas and all ABC Fine Wines & Spirits locations in Florida this spring and summer. In all, it’s now in more than 1,000 traditional retail outlets nationwide.
As Pamos continues to branch out nationally, CEO David Mukpo weighed in on the recently announced emergency regulations taking aim at the hemp THC market in California. They call for establishing a minimum age of 21 to purchase hemp products; banning any detectable quantity of THC from consumable hemp products such as beverages, food, and dietary products; and limiting servings of hemp products to five per package.
“The emergency regulations from Governor Newsom were extremely disappointing, but not because we disagree with his sentiment,” Mukpo told SND. “We strongly agree with regulations that put consumer safety at the forefront. Unfortunately, the actual impact of these emergency regulations will have the opposite effect and lump in responsible business owners with bad actors. This only serves to limit the safe and responsible retail environments operated by the large liquor retailers, and drive consumers to less responsible retailers who do not prioritize proper testing and product quality assurance.”
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