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Truss Unveils New Cannabis Beverages

June 28, 2022

Truss Beverage Co, the joint venture between Molson Coors and Canadian cannabis company Hexo, is significantly expanding its lineup with additions across its various brands. Truss’s portfolio includes Little Victory, Mollo, Veryvell, House of Terpenes, Bedfellows Liquid Arts, and XMG. The latter has risen to become the top cannabis drink brand in Canada and now accounts for 25% of category share by value. Now Truss is adding 15 new products across these labels.

With an emphasis on summer flavors, the new products follow consumer insights the company has gathered that include a desire for less sugar and more options containing 10mg of THC (the maximum allowed by Canadian regulations). Little Victory is extending with three “celtzers” in lime, raspberry, and sparkling peach flavors; they will be available in a variety 4-pack only in Ontario. Bedfellows’ new additions include Sour Razpaartner, Doppelradder, and Passionfruit Pals. And XMG is receiving both new flavors in Blue Raspberry and Lemon Iced Tea extensions but also a new line of XMG Sodas, consisting of Cream Soda, Root Beer, Orange Soda, and Cola flavors. They follow the April release of XMG Alt.

“Consumers are looking for other adult-beverage options to alcohol, particularly for social occasions, and are turning to cannabis beverages as a great alternative,” said Dave Schlosser, president and CEO of Truss Beverage Co. “With many eager to get out and socialize this summer, this is a critical time for the category and we’re excited to see where it takes the business.”—Danny Sullivan

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