“I dig the low-dose weed drinks, it’s something new and different,” says says Thomas Wesley Pentz, better known for his artistic name, Diplo, talking about his new THC-infused selzers. “I can drink a few and just chill.”
According to information procured exclusively ahead of an official announcement, the new cannabis drinks will launch in California soon, under the Leisuretown brand name. The product is a result of a partnership between the famed DJ, California cannabis beverage company Leisuretown, professional skateboarder Rob Dyrdek and cannabis supply chain company HERBL.
Developed by a team of craft brewers, weed lovers and chemists, Leisuretown’s new THC-infused drink, featuring 2.5 mg of THC and 5 mg of CBD, builds upon it’s predecesor, a hemp-infused cannabis beverage featuring 25 mg of CBD. The psychotropic version will come in three flavors: Cherry Vanilla, Ginger Berry and Yuzu Lime.
A Sizzling Market
According to estimates by The Brainy Insights, the global cannabis beverages market is expected to reach almost $3 billion in sales by 2028, up from just half a billion in 2020. Adoption will be driven by several factors, ranging from health concerns and a desire to steer away from both smoking weed and drinking alcohol, to increased availability and variety.
California is particularly into weed drinks. Per LeafLink data, this was one of the fastest growing categories in the cannabis space, boastig more than $64 million in sales — a growth of 50% versus 2020.
“The growing cannabis beverage category has become increasingly popular, and I am completely in favor of the optimization that Leisuretown offers,” comments Rob Dyrdek. “[The] seltzers are a tasty drink that don’t wreck my day, offering microdoses of THC that allow consumers to let loose while staying in control of their cannabis experiences.”
Other big players in the cannabis beverage space include Canadian marijuana giants Canopy Growth and Aphria, Bhang and Dixie Brands, as well as the bestselling, celeb-favorite, Cann, recently profiled on Forbes by Will Yakowicz. In fact, this same column has portrayed some of the superstars working with Cann, like Tove Lo and Darren Criss, who opt to replace alcohol for weed drinks icreasingly often.
‘A Bit More Golden’
In Rob Dyrdek’s view, cannabis drinks are what’s up. “They just make everything feel a bit more golden,” he argues.
For Doug Walker, president and founder of Leisuretown, what’s golden here is the opportunity. He’s partnered with two of the hottest celebrities in the world right now, and one of the largest cannabis supply chain solutions companies.
Diplo and Dyrdek have each accumulated more than 14 million followers across social media. Per its internal data, HERBL serves more than 1000 licensed retailers in California, including 30 of the top brands and 98% of storefronts in that state, as well as 99% of storefronts in Nevada.
“Our team could not be more excited to partner with California’s leading distributor to welcome an even broader audience to Leisuretown. This partnership, with the support of HERBL and two notable celebrity brand ambassadors, represents an alignment in scalability to truly bring cannabis beverages to the mainstream,” says Walker.
“Leisuretown combines the crisp, bubbly and delicious nature of seltzers with the calming effects of cannabis, creating a sessionable beverage that lets you function at your very best,” he concludes.
Stay tuned for more details on the upcoming launch.