Creator Spotlight - Harris Damashek - Harmony Craft Beverages

Breaking Boundaries: Harris Damashek on Cannabis Beverages, Fractional CMO Roles, and the Future of the Industry

In this edition of the Creator Spotlight, we had the pleasure of speaking with Harris Damashek, an award-winning marketer with over 25 years of experience across various industries. Currently, Harris is making waves as a fractional CMO with Harmony Beverage, blending his expertise in global CPG brands with the emerging cannabis market. Our conversation touched on everything from the art and science of marketing to the exciting future of cannabis beverages.

The Intersection of Art and Science in Marketing

Harris’s journey into marketing was driven by his fascination with the blend of creativity and psychology. “For me, what’s most exciting about marketing is just the blend of art and science,” Harris shared. This passion has guided him through a diverse career, from working with global giants like Anheuser-Busch InBev to scrappy startups where budgets are tight, but creativity thrives.

One of Harris’s standout achievements was his work on the Acreage Holdings rejected Super Bowl ad, which garnered 4 billion media impressions in just a few days. This experience solidified his belief that impactful marketing isn’t about the size of the budget but about crafting authentic connections with consumers. Whether working with a small budget or a global brand, Harris emphasizes the importance of understanding the brand’s needs and engineering a strategy that resonates with the target audience.

The Shift to Fractional CMO Roles

Transitioning to a fractional CMO role was initially met with some apprehension by Harris. “I was originally apprehensive about the ability to accomplish everything that needs to be done in a CMO role on a fractional basis,” he admitted. However, over time, he recognized the immense value that fractional roles can bring to companies, especially in industries like cannabis, where budgets are often limited.

For companies, fractional CMOs offer a cost-effective way to access senior thought leadership without the need for a full-time executive. Harris finds this arrangement particularly rewarding as it allows him to work across various companies, solving diverse problems and leading teams toward success. “It’s the best of both worlds,” he noted.

Harmony Beverage and the Promise of Cannabis Beverages

Currently, Harris is focused on his work with Harmony Beverage, where he’s helping to shape the future of cannabis beverages. Reflecting on his first experience with a cannabis beverage, Harris recalled how it was a “light bulb moment” for him. He sees beverages as a game-changer for the cannabis industry, noting that they remove much of the stigma associated with cannabis and offer a more socially acceptable alternative to alcohol.

“There’s 7,000 to 10,000 years of human experience of people celebrating or commiserating over a drink. It’s in our DNA at this point,” Harris explained. He believes that cannabis beverages have the potential to pave the way for broader acceptance of cannabis, providing a unique opportunity for brands to build a national presence in a fragmented market.

Emerging Trends and the Future of Cannabis Beverages

As someone who has always been drawn to the early stages of industry trends, Harris is particularly excited about the rapid acceptance of cannabis beverages. He shared his enthusiasm for an upcoming product launch under Harmony’s “Love Your Brain” brand, which was created in collaboration with Wayne Coyne from The Flaming Lips. The product will be sampled and sold at live concerts, a significant milestone for the cannabis beverage industry.

Harris sees this as just the beginning, with the potential for cannabis beverages to be treated like any other consumer packaged goods. He believes this emerging trend represents the most significant opportunity in the cannabis industry since its inception.

How You Can Support Harris and Harmony Beverage

As we concluded our conversation, Harris offered a simple call to action: “Drink weed.” He encouraged everyone to try cannabis beverages, share them with friends, and support the growing industry. Brands like Cannes, Wonder, Wink, Happy, and Harmony’s own offerings, including Love Your Brain, are leading the charge in making cannabis beverages a mainstream choice.

Harris’s passion for the cannabis beverage industry is palpable, and his insights offer a glimpse into the future of this exciting market. As he continues to break boundaries and shape the industry’s landscape, there’s no doubt that Harris Damashek and Harmony Beverage are brands to watch.

Watch the full conversation with Harris on Youtube.