Interview, Part 2: Cann VP Of Sales Jeff Chassner
July 1, 2025In the second part of our interview, Jeff Chassner, vice president of sales at hemp THC player Cann, discusses key products in the portfolio, the competitive landscape, regulatory issues, and the distributor network for the brand, which sold 10 million cans (above 400,000 cases) last year and is aiming to double sales in 2025.
SND: Within the portfolio, what dosage levels are you focusing on?
Chassner: The 2mg is a great intro into the space. It’s like in beer, when you try your first IPA you don’t go right for the triple at 9.6% abv. You can dip your toe in the water with the 2mg, and then have more if you like, and that format is especially important for on-premise. We have a variety pack that’s 2mg, so you can try all of our core flavors and then build up to the 5mg and 10mg. A lot of brands are super successful with their higher-dosage drinks right now because consumers are gravitating towards bigger bang for their buck. But I think long term there’s going to be a play for all three dosages as consumers tailor their own personal experiences.
SND: How is the competitive landscape shaping up in hemp THC nationally?
Chassner: We’re all trying to build a segment right now, and those that will stick around and be successful, in my opinion, are those that will continue to educate, lean into product quality, and support the three-tier system. I’ve built a career on relationships with distributors across the country.
In terms of competition itself, it’s a gold rush. Everyone’s rushing into this space. I just left a role at New Realm where we were developing hemp beverages as well. So there’s going to be a lot of competition in the market. Our commitment to retailers and to our network is that we’re going to continue to go through the three tiers and bring innovative solutions and offer programs to elevate the category.
SND: Are you going mostly through beer distributors?
Chassner: In the South, markets like Georgia and Florida, we’re mostly with Miller Coors distributors, but in Miami we’re in the wine and spirits network. So it’s a mix, and we’re constantly evaluating. As regulations change, that may open the door for us in select markets where the route to market changes, such that if convenience stores open and we’re with a wine and spirits wholesaler, there may be opportunities to play in the beer network too.
SND: What are you keeping an eye on in terms of regulatory issues, whether national or local?
Chassner: One of the things that attracted me to Cann was the fact that we have in-house counsel that monitors this daily, and our CRO is heavily engaged. I personally took a big swing leaving a 20-year career in beer and a three-year stint with Beatbox in party punch building that segment as well. Consumers are driving the desire for this space and the opportunity for these beverages. Let’s just hope that as our elected officials listen to their constituents, the message is getting through that they want these products and for us to continue to build the category.
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