Tilray Launches New Hemp-Derived Drinks Lineup In The U.S.
September 24, 2024Canada’s biggest cannabis player is taking aim at the U.S. market with a new range of hemp THC beverages. Tilray Brands has launched a new Alternative Beverages unit to roll out hemp-derived delta-9 THC drinks in key U.S. markets beginning next month.
The portfolio includes 420 Fizz, a new seltzer brand; Herb & Bloom, billed as a super-premium mocktail; Fizzy Jane’s, positioned as a brand with nostalgic cues and featuring Blackberry, Blood Orange, and Vanilla flavors; and Happy Flower, a cocktail label with Margarita, Strawberry Daiquiri, and Peach Bellini expressions.
Happy Flower is launching in partnership with non-alc and hemp THC company Emergent Beverages in the Texas and Louisiana markets. Emergent earlier this year announced a deal to place its hemp THC offerings in Total Wine & More locations across the two states. All of Tilray’s new beverages have 5mg of THC per 12-ounce can. Tilray says it will continue to expand the lineup with new offerings moving forward, with the goal to cover different occasions and price segments.
Tilray is well-positioned to enter the rising hemp THC category, given its string of acquisitions across the U.S. craft beer and spirits categories in recent years, which provide a platform for further beverage expansion. After acquiring craft beer brands like Shock Top, Breckenridge Brewery, and others from AB InBev last year, as well as Hop Valley Brewing, Revolver, Terrapin, and Atwater from Molson Coors this summer, Tilray says it’s now the fifth-largest craft beer company in the U.S.
Tilray saw annual sales grow 26% to $789 million in its fiscal year through May and says the moves it has made to diversify its business—also including the acquisition of Canadian cannabis group Hexo—are paying off. With this latest launch, the company is primed to continue raising its profile in the U.S. Tilray chairman Irwin Simon will be among the featured speakers at the 48th Annual Impact Marketing Seminar in New York tomorrow.—Daniel Marsteller
Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning. You will also receive the Cannabis edition as part of your subscription.Tagged : 420 Fizz, cannabis, Fizzy Jane's, Happy Flower, Herb & Bloom, Tilray
