Denver-based BKKB Ventures LLC announced the launch of Fable, a line of four cannabis-infused botanical beverages.

Available for purchase this July in select California dispensaries, lounges and delivery platforms, the Fable brand offers consumers intentionally crafted THC/CBD cocktails that draw inspiration from modern mixology, adding a premium cannabis product to the burgeoning alcohol-alternative beverage market, the company says. Each 12-ounce bottle delivers three cocktail servings, containing a micro dose of 4 mg THC and 2 mg CBD in each serving.

The Fable lineup is comprised of the following four varieties:

• Night Flight: Ginger yields to cucumber, blackberry, and hibiscus notes while spearmint and lemon peel lend brightness.
• Hive Society: Lemongrass and basil blend with a honeyed whisper of jasmine.
• Best Zest: A bouquet of grapefruit, orange, and lime open. Cinnamon and cardamom finish with warmth.
• Into the Woods: Hints of rosemary and peach are grounded by juniper and white oak.

“Making a great happy hour drink, minus the alcohol, was challenging” said Fable CEO and co-founder Ben Kennedy in a statement. “The viscosity, the bite, the quality of ingredients and how they all work together are the foundation of Fable. Our four cocktails deliver a tasting experience that is just as special as the cannabis buzz.”

Fable's line of ready-to-drink, cannabis cocktails positions itself to flourish in the intersection of two emerging markets: the alcohol-alternative and cannabis beverage markets. Both millennials and Gen Z are reportedly cutting back on alcohol and are more likely to explore the “sober curious” movement in the name of wellness, the company states. Fable's new products will fill that social beverage void for many. Sales of non-alcohol and low-alcohol beverages grew more than 30% in 2020 in the United States, according to market research firm IWSR, while 3.4 million cannabis-infused beverages were sold in 2020, equating to $43.3 million in category sales in California alone. Not to mention, “sober curious” individuals are reportedly twice as likely to be open to cannabis, according to the company.  

“The cannabis beverage market is one of the most exciting sectors of the industry to take part in right now,” Kennedy said. “It will only continue to grow. In the future, I believe my friends will be able to buy Fable in New York, Las Vegas, Miami, London and many other cities across the world, just like they do an alcoholic cocktail today.”

For Ben, and his wife and co-founder, Kristin, Fable was born from social necessity. The couple began to notice a continuous split between cannabis and alcohol at social gatherings and decided to get serious about breaking down that barrier. Plus, friends were increasingly opting out of alcohol altogether, looking for healthier alternatives to enjoy during social occasions, they state.

“Fable's low dosage gives consumers a buildable, predictable buzz, maximizing their enjoyment without sacrificing control, which is so important as drinking evolves alongside consumer preferences for guilt-free ‘me moments’ without nagging or unhealthy side effects,” Kristin said.