With retailers reopening after long pandemic confinements and a keen interest in summer socialization, it’s a “critical moment” for the category, the company says.
Its latest series of non-alcoholic releases take advantage of the latest summer drink trends and trendy formats: like a “celtzer” (a cannabis-infused twist on the classic summer seltzer) and new versions of radlers and sours.
The growth of the cannabis drink to date has increased by almost 50%
Cannabis groceries (and cannabis drinks) began to hit the shelves in Canada in 2020. Having been one of the first to launch products, Truss now occupies nearly 37% of the cannabis-infused beverage market. (a market that has also attracted other heavyweights). such as Constellation Brands / Canopy Growth and AB InBev Fluent Beverages).
Truss also has the best cannabis beverage brand in Canada, XMG, with a 25% dollar share of cannabis beverages.
Although the category has been slower than previously expected (high prices and regulated power limits are some of the factors hindering growth, with added success of the pandemic). But the category is gaining momentum, says Lori Hatcher, head of sales at Truss Beverage Co.
“The only regulated environment in which legal Canadians can learn about cannabis drinks in person is from cannabis retailers. With the reopening of local retailers after long confinements due to the pandemic, we have seen that the category In fact, the annual growth of cannabis beverage has increased by almost 50%, growing three times faster than other cannabis segments.
“We also know that consumer demand for cannabis drinks as an alternative to alcohol is growing as they taste delicious and offer a buzz without the hangover that comes with alcohol.”
Having introduced 15 new products to Truss’ portfolio, which is Canada’s largest portfolio, Truss now offers more than 30 different products from six brands:
- XMG – 10 mg high dose THC drinks
- Little Victory– Balanced drinks at low doses
- Bedfellows Liquid Arts – crafts
- fire – 5 mg THC + 5 mg CBD
- House of the Terpens– Forward-flavored drinks, focused on terpenes
- Veryvell – Drinks with a high concentration of CBD focused on well-being.
The new releases are designed to create products that appeal to a variety of taste preferences and drink occasions. However, a key view that Truss has gained over the past two years is that consumers need the security of a certain level of familiarity when venturing into a new and unknown category.
“Since the launch of the Truss portfolio in 2020, we have learned that consumers are more receptive to the flavors and formats they already know.”said Hatcher.
“The more complex the cannabis drink, the harder it is for consumers to know what they are getting.
“As a result, our latest round of innovation consists of delicious drinks that offer familiar flavors and formats.
Truss Summer 2022 releases include:
- Little Victory: Celtzer Lime, Celtzer Raspberry, Sparkling Peach (Ontario only)
- Bed companions: Sour Razpaartner, Doppelrädder, Passionfruit Pals
- XMG Blue Rapberry, XMG Lemon Ice Cream Tea
- XMG soft drinks: cream soda, root beer, orange soda and cola
“We took advantage of the summer drink trends: for example, the Little Victory Celtzer is a sugar-free, zero-calorie spin with non-alcoholic cannabis in the classic summer seltzer. While the new Bedfellows Doppelrädder and Bedfellows Sour Razpaartner are the first “Radlers” and “Sours” with non-alcoholic cannabis infusion to be released in Canada. “
Meanwhile, new releases are responding to consumer demand for more high-dose (10 mg) options.
“XMG is the most popular high-dose (10 mg THC) brand in the truss portfolio and the number 1 cannabis beverage brand in Canada, leading us to create new delicious and refreshing summer flavors like XMG Blue Raspberry and XMG Lemon Iced Tea, and develop an extension of the XMG soft drink line with soda cream, cola, orange and root beer. ” Hatcher continued.
New releases also see the addition of lower sugar options: Truss identified an “unmet need” for this type of beverage on the market.
All Truss products are manufactured at the company’s production and R&D facilities in Belleville, Ontario.
More players to enter the market
So what’s next for the cannabis-infused beverage category in Canada?
“Innovation is incredibly important in this new category and we believe that constant innovation will continue to be the engine of the evolution of the category this year and beyond.” said Hatcher.
“As the category grows, there is no doubt that there will be more players entering the Canadian market. However, increasing competition is a challenge that excites us, as we believe that this will only help boost the category. “