The Missing Ingredient in MSO House Brands: Storytelling & Personality

The Missing Ingredient in MSO House Brands: Storytelling & Personality

Introduction: In today's consumer-centric world, a brand's story is its heartbeat. It's what differentiates, resonates, and captivates. As the cannabis industry is projected to reach over $30 billion by 2025, Multi-State Operators (MSOs) are in a fierce race for market dominance. Yet, amidst this rapid growth, many are overlooking a pivotal element: the art of storytelling and brand personality. With the cannabis beverage market alone expected to surge to $2 billion by 2025, are MSOs poised to tap into this potential?

Beverage Brands Excelling in Storytelling: Brands like Cann (code HERBAL30 for 15% off) and Recess are not just selling beverages; they're selling experiences. Their branding exudes personality, and their stories resonate, making them leaders in the cannabis & CBD beverage space. Cann, for instance, saw a 200% growth in 2020, a testament to the power of effective branding.

The Power of Storytelling in Branding: Stories create connections. They foster trust and loyalty. In the cannabis sector, where misconceptions abound, a compelling narrative can be transformative, turning skeptics into advocates. Brands with a strong narrative witness up to 20% higher revenue.

The Untapped Potential of Cannabis Beverages: The cannabis beverage market offers a unique blend of innovation and opportunity. With consumers increasingly seeking out wellness beverages, cannabis-infused drinks present a market opportunity of $2 billion by 2025.

Why MSOs are Missing the Mark:

1. Lack of Consumer-Centric Approach: While the cannabis market is set to grow at a CAGR of 18.1% from 2021 to 2028, understanding the consumer is paramount.

2. Playing it Safe: Innovation is the lifeblood of growth. MSOs must be willing to venture into the unknown.

3. Overemphasis on Scale: In the quest for scale, the essence of branding—storytelling—shouldn't be lost.

Recommendations for MSOs:

1. Invest in Branding: Craft narratives that resonate. Stories that captivate.

2. Consumer Research: Delve into consumer insights. Understand their desires, fears, and aspirations.

3. Pilot Programs: A small-scale launch can offer a wealth of insights.

4. Collaborations: Partner with established beverage brands. Co-create. Innovate.

Conclusion: The cannabis industry is at an inflection point. As MSOs navigate this dynamic landscape, the brands that weave compelling stories will be the ones that thrive.

What's in My Bar This Week:

1. Calexo: Known for its artful packaging and refreshing citrus flavors, Calexo offers a delightful blend of sparkling water, natural fruit flavors, and a micro-dose of THC. It's the perfect drink for those looking to unwind without the overpowering effects of cannabis.

2. Brez: Brez brings a unique twist to the cannabis beverage scene. With its crisp taste and carefully curated THC to CBD ratios, it promises a balanced and enjoyable experience. Whether you're at a party or just chilling at home, Brez is a must-try. You can use code LARS5 for $5 off your purchase.

3. Hemp Beverage Co.: Pioneering the hemp-derived beverage market, Hemp Beverage Co. offers drinks that are not only refreshing but also packed with the wellness benefits of hemp. It's a great choice for those seeking relaxation without the high. Feel free to use code LARSM15 for 15% off your first purchase.

Recipe of the Week: Cannabis-Infused Fall Sangria

As the leaves turn golden and the air grows crisp, there's something undeniably magical about fall. It's a season of cozy sweaters, crackling fires, and the rich tapestry of autumnal hues painting the world around us - though maybe not as much in South Florida. And what better way to celebrate this enchanting time of year than with a beverage that captures its very essence?

Introducing our Cannabis-Infused Fall Sangria - a drink that marries the warmth of fall flavors with the gentle buzz of cannabis. It's the perfect concoction to sip on as you watch the world slowly transition into winter, a reminder of nature's beautiful dance. Whether you're hosting a fall gathering or simply curling up with a good book, this sangria promises to be your perfect companion.

Ingredients:

• 2 large sprigs fresh rosemary

• 2 cinnamon sticks

• 1 bottle of Nowadays Microdose

• 1 ½ c cranberry juice

• 1 ½ c freshly squeezed orange juice

• 3 tbsp sugar

• 1 ½ c blackberries

• 1 ½ c raspberries

• 1 ½ c pomegranate seeds or arils

• Topo Chico sparkling water

Directions:

1. Place rosemary in a large glass pitcher and muddle to release the oils.

2. Add the Nowadays Microdose, cranberry juice, orange juice, and sugar to the pitcher and stir to combine.

3. Add blackberries, raspberries, and pomegranate arils, and give it another gentle stir.

4. Cover the pitcher with plastic wrap and refrigerate for at least 4 hours, preferably overnight, to let the flavors meld.

5. When ready to serve, fill 8 glasses with ice and pour in the sangria, ensuring each glass gets a portion of the fruit.

6. Finish each glass with a splash of Topo Chico sparkling water to add some effervescence.

Enjoy your refreshing and unique cannabis-infused fall sangria!