Today, Truss Beverage Co., the leading producer of cannabis-infused beverages in Canada, has announced a new campaign in support of cannabis retailers, called Local Cannabis Beverage Outlet.

The campaign kicks off with a two-day storefront takeover at Miss Jones Cannabis – Osgoode Outpost to draw attention to the challenges cannabis retailers face – which greatly differ from other adult beverage retailers – and reminds legal-age consumers that the LCBO is not the only store selling beverages this summer.

In every neighbourhood across Ontario, cannabis retailers – many of which sell cannabis-infused beverages – are opening up. Often just steps away is a neighbourhood LCBO, a store also selling adult beverages. That’s where the comparison ends and challenges begin.

Leveling the Playing Field

In Ontario and many other provinces, cannabis retailers are often small, independently-owned businesses. Like many others, they contribute to local economies, provide jobs and serve local communities, but have struggled in the wake of the COVID-19 pandemic.

In addition, the regulations they face – like possession limits, product marketing, and retail promotion – have long made it challenging to effectively educate and communicate with consumers. These are prominent issues faced by cannabis retailers across the country and serve as a barrier to ongoing innovation and progress in an industry that is maturing.

As we look ahead to the third anniversary of cannabis legalization in October, now is the time to reexamine the environment and ensure the right regulations are in place to allow the industry to thrive. Cannabis retailers create a safe space for Canadians to explore cannabis responsibly, playing a positive role in the community and contributing to the local economy. We believe there’s an important discussion to be had to ensure they don’t get left behind.

Scott Cooper, CEO of Truss Beverage Co.
Local Cannabis Beverage Outlet

Summer of Cannabis Retail Love

The campaign is launching just ahead of summer, one of the biggest adult beverage seasons of the year, and an opportunity for cannabis retailers to embed themselves into the community. As retail starts to fully reopen, Truss is encouraging consumers to consider their local cannabis retailer as a ‘Local Cannabis Beverage Outlet’ and head in-store to learn about the options available to them. Cannabis retailers across Canada are also joining the campaign, placing stickers and signage in their windows, stating: “drinks sold here.”

The in-store experience is a crucial part of the cannabis journey, particularly for those new to cannabis. Our budtenders are able to advise on formats, potencies, flavours, and most importantly, educate around how to consume safely.

Hanif Harji, CEO of Miss Jones Cannabis

Everyone’s experience with cannabis is personal, so for Canadians of legal age starting to explore cannabis beverages this summer season, Truss advises to start low and sip slow.

Last Updated on June 22, 2021 by ADCANN



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