Posted: Jan 03, 2020
In California, cannabis entrepreneurs are trying to refute one of the fundamental laws of chemistry: that oil and water don’t mix.
Coming on the heels of cannabis-infused kombucha, cannabis-infused seltzer — really, cannabis-infused everything — the latest beverage trend threatens to take the category to a new extreme: Welcome to the age of cannabis rosé.
In the last few months, three California companies have released nonalcoholic, cannabis-infused rosés: the women-centric brands House of Saka and Viv & Oak, and the stoner-friendly Rebel Coast. Each company wants its infused rosé to be your after-work wind-down drink, your pairing with a fillet of salmon, your aperitif on the patio.
They promise a more manageable high than an edible and more subtlety than lighting up. Because all legal cannabis products are required to be nonalcoholic, these booze-removed rosés capitalize on the growing “sober curious movement.” Their high hope is that they might bring new drinkers — and occasions — into the cannabis fold.
“We see Saka at dinner parties, weddings,” says House of Saka CEO Tracey Mason. “Places where before you might have had to go outside and around the corner to smoke a joint.”
This is a new, girly, gentrified look for cannabis products. “Rosé is a trend specific to women with purchasing power,” says Saka’s president, Cynthia Salarizadeh. The cannabis rosés are explicitly targeting an affluent, 21- to 65-year-old female demographic, which is already buying actual rosé wine in droves: According to Impact Databank, U.S. rosé wine sales reached 18.7 million cases in 2018, up 1.2 million from three years earlier.
By Esther Mobley
January 2, 2020
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