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Truss, Molson Coors’ Cannabis Play, Unveils Beverage Portfolio

September 8, 2020

Truss Beverage Co., the joint venture between Molson Coors and Canadian cannabis producer Hexo, was formed in late 2018. Its first release, Flow Glow CBD spring water, hit retail about a year later. Now the company is launching five brands comprising various THC and CBD formulations, vastly expanding its repertoire.

With these releases, Truss is aiming to establish itself as a leader in the cannabis beverage space. Numerous industry players have highlighted the potential for cannabis beverages—most notably Canopy Growth—but the market remains in its nascent stages. With five brands and distribution throughout Canada, Truss sees an opportunity to shape perception of the beverage category moving forward.

Truss’s new brands include Veryvell, House of Terpenes, Little Victory, Mollo, and MXG. Now available in Ontario and Quebec and rolling out over the coming months to the rest of Canada, the drinks are low-dose and sold individually. Veryvell has the mildest formulations in its two sparkling waters, Strawberry Hibiscus and Sicilian Lemon, which both contain 15 mg of CBD and 0.5 mg of THC a 355-ml. bottle. The brand’s Lemon Black iced tea is slightly stronger at 2.5 mg of each cannabinoid. Little Victory is launching with four bubbly varieties: Dry Grapefruit, Dry Lemon, Sparkling Blood Orange, and Sparkling Dark Cherry, all at 2.5 mg of CBD and THC.

Slightly more potent, House of Terpenes will launch with two sparkling tonics in Limonene and Myrcene varieties, named for the terpenes they contain. Each is at 5 mg of CBD and THC and suggested to be served over ice. Mollo, meanwhile, is billed as crisp and hoppy, available in 2.5 mg and 5 mg formats; its marketing includes the phrase “Vas-y-mollo,” French for “Take it easy,” in a bid to court Canada’s French-speaking population. Finally, MXG is Truss’s high-octane option. In Tropical Fruit and Mango Pineapple flavors, it clocks in at 10 mg of THC per can, the maximum allowed under Canadian regulations.

Truss developed the five brands and their various formulations by identifying specific use occasions suited for cannabis beverages. “We took five occasions and built brands around them—everything from self-care to hanging out with friends. By understanding those occasions, we’ve been able to develop a full portfolio,” the company told SND. “House of Terpenes is perfect for entertaining and socializing for those who are interested in unique flavors. Veryvell is more of a self-care brand. We’ll be releasing CBD waters and a better-for-you iced tea under this lineup.”—Danny Sullivan

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