In recent years, the cannabis industry has experienced a significant transformation, with the emergence of innovative products challenging traditional norms. One such groundbreaking product category is hemp-derived THC drinks, promising a unique and refreshing way to experience the benefits of cannabis. We are excited to invite you behind the curtain on the journey of bringing our one-of-a-kind beverage to market.
The Genesis of the Idea
Every successful venture begins with a spark of inspiration. In the case of our hemp-derived THC drink, the idea is born out of a desire to provide consumers with an alternative method of enjoying the therapeutic effects of cannabis. It was also the direct result of trying our first hemp-derived THC drink and saying, “Wow, that’s awesome. I think I’ll make one even better.” With the increasing acceptance and legalization of cannabis in various regions, the timing seems perfect to introduce a beverage that can offer a socially acceptable and convenient way to consume THC. Adding to the fuel is the growing trend away from alcohol and the myriad adverse effects it has on our health and well-being. Consumers want healthier options. They still want to have fun. We made Levitate to answer that call.
Navigating Legal Landscape
Launching a product infused with hemp-derived THC involves navigating complex legal frameworks. Hemp-derived THC products often fall within the purview of specific regulations that vary from one jurisdiction to another. That said, they were made possible because of the 2018 Farm Bill, which reclassified Hemp. The unique legal nature requires due diligence with legal counsel familiar with Hemp and Cannabis law and policy, ensuring compliance with local laws and regulations.
Product Development and Quality Assurance
Creating a hemp-derived THC drink that delivers on both taste and potency requires meticulous product development. We work closely with experienced beverage formulators to craft a unique and palatable experience for our consumers. Quality assurance protocols are implemented to guarantee consistency in THC content, ensuring each can provides a reliable and enjoyable experience. After seven months, three rounds of R&D, and two contract manufacturers, our drink is (as I type) going into production!!! They will be available for purchase early in 2024.
Marketing and Branding
In a market flooded with cannabis products, effective marketing and branding are essential to stand out. Our team dedicates significant efforts to developing a brand identity that resonates with our target audience of active, creative, fun-loving humans who want to Do More with their life and seek options that support them in that effort. Educating consumers about the benefits of hemp-derived THC, sourcing ingredients, and committing to quality are critical components of our marketing strategy. Initially, we thought our drink would roll under our existing Valor Craft Performance brand. However, in building the product and doing the work, we realized this needed to stand on its own two feet, or can, in this instance. While the Valor Craft Performance brand is about “performance regardless of what you’re performing,” Levitate drops in a conscious dose of state-enhancing fun to go along with the functional benefits of Cordyceps, CBG, L-Theanine and more.
Building Industry Relationships
Collaboration is vital in the cannabis industry. Establishing solid relationships with suppliers, distributors, and retailers is crucial for a successful product launch. Open communication and transparency in business dealings foster a network of trust, facilitating smooth operations from production to distribution. We are grateful to have an industry leader, Open Book Extracts, supporting our formulation and contract manufacturing needs in partnership with New River Distilling.
Navigating Consumer Education
For many consumers, the concept of a hemp-derived THC drink may be new. Educating the market about the product, its benefits, and responsible consumption becomes a priority. Creating informative content, hosting events, and engaging with the community helps dispel misconceptions and build a knowledgeable consumer base. Also, who doesn’t like a good party with great people and a drink designed to elevate your spirits?
Here For The Journey
The journey of launching a hemp-derived THC drink is a dynamic and challenging undertaking. Each step is integral to success, from navigating legal landscapes to developing a compelling brand and educating consumers. As the cannabis industry continues to evolve, innovative products like ours contribute to the broader conversation surrounding responsible and enjoyable cannabis consumption. As we raise our glasses (or can) to the future, we invite you to join us in elevating the cannabis experience through the exciting world of hemp-derived THC drinks. Cheers to a new era of exploration and relaxation!