“Fueled largely by younger generations, there’s been a general gravitation by consumers toward alcohol moderation, which is fueling the demand for alcohol alternatives,” he explains. “In tandem, the THC drink category’s appeal has broadened beyond early adopters to mainstream drinkers. Consumers have completely integrated THC beverages into both social settings and at-home unwind routines.”

Cann sits at the intersection of sober curiosity and cannabis curiosity, Bullock states, sharing where Cann fits within the current markets for alcohol alternatives and cannabis beverages.

“We unlock the social potential of THC drinks with our low dosage, which offers an approachable entry point for those looking for mild, predictable effects,” he notes.

Consumers are “obsessed” with Cann and keep coming back because of the taste, the CEO notes.

“Our ingredient sourcing sets us apart and makes our drinks taste delicious,” Bullock says. “We formulate our drinks with only high-quality, premium ingredients; our signature Cann formula is just five natural ingredients, and we source the best, unique flavors in the world — like Sicilian blood orange juice from Italy. Cann never tastes like cannabis, and by mirroring the look, feel and taste of a canned craft cocktail, we’ve shifted the perception of THC into an innovative drink ingredient.

Curating Cann

Launched in 2019, Bullock says inspiration behind Cann came from being “fed up with the negative effects of alcohol.” At the same time, the co-founders were not ready to give up socializing with friends.

“We created Cann for us as a viable alternative to alcoholic drinks — that delivers a buzz similar in strength to alcohol, but without a hangover the next day,” he shares. “We created the ‘microdosed’ version of THC beverages, made with only premium, natural ingredients and in delicious flavor combinations, designed to offer a sociable buzz that takes the edge off.”

From a regulatory perspective, Bullock believes the industry is at an interesting inflection point.

“Our industry has been bracing for a federal ban — passed last year and set to take effect Nov. 12 — that would effectively wipe all of these products off shelves,” he explains. “Then, after a Senate vote, this deadline was pushed until Dec. 11. Now, our industry is urging Congress to use this time to establish clear federal rules that preserve products real people love, protect a multi-billion-dollar American industry and the jobs it supports, and get dangerous products off the market.”

Bullock says the brand is focused on industry-wide advocacy and fighting for sensible regulations — ones the brand has “always wanted” — to allow the category to thrive responsibly.

“Since day one of Cann, we have created safe, regulatory-compliant and premium-quality products,” he states. “That has not and will not change. Cann remains committed to the low-dose THC that Americans love, while also building a product portfolio that can extend to drinkers looking for better alternatives where THC is now allowed today.”

Cann has pioneered the microdosed format, with its signature Cann formula containing 2mg of THC. The portfolio includes 3 mg, 5 mg and 10 mg THC options. Most recently, the brand debuted its “0MG” line, its first-ever no-THC option — with a growing number of flavors, including bestsellers like Lemon Lavender and Blood Orange Cardamom.

“We sell in ready-to-drink (RTD) cans and also on-the-go liquid packets, called ‘Roadies,’” Bullock notes. “These Roadies are a fan-favorite — designed to mix into drinks like sparkling water or soda — a versatile and portable way to enjoy Cann. Last year, we launched our bestselling Spritz product, which is our first infused apéritif in a bottle format.”

The Spritz bottle contains 3.5 mg of THC in each serving and is best enjoyed in a mix of one part Spritz, three parts bubbly of one’s choice, the CEO explains.

“Cann never tastes like cannabis, and by mirroring the look, feel and taste of a canned craft cocktail, we’ve shifted the perception of THC into an innovative drink ingredient.”

– Jake Bullock, co-founder and CEO, Cann

Cann also recently added its Half & Half line, one with THC and CBD and the other without. The 0MG line, pronounced “OMG,” builds on the brand’s existing product trains and extends its “feel a little good” ethos to new occasions and more consumers, Bullock notes. Half & Half comes in offerings with no THC and 3 mg THC.

“Consumers love Cann for taking the edge off, our unique taste and flavor profiles and as a hangover-free alcohol replacement — 0MG delivers on each of those points without THC, while adding the functional benefits from magnesium, l-theanine, electrolytes and passion flower,” he says. “The 0MG products are what we can sell for the first time in all 50 states, unlocking new consumers, channels and occasions. Strategically, it gives Cann flexibility to provide better-for-you (BFY) drinking options to consumers who want to take the edge off, but either cannot or do not want to consume THC.”

0MG is available in two signature Cann flavors: Blood Orange Cardamom and Lemon Lavender, as well as the new Half & Half flavor.

“We developed this in collaboration with the legendary Dwayne Wade as a take on the classic golf course iced tea and lemonade combination,” Bullock adds. “The Half & Half 0MG flavor pairs bergamot lemonade and Yerba Mate iced tea, and contains electrolytes, l-theanine and magnesium.”

The brand considers itself to be a flavor innovator, with continuous brainstorms for new flavor innovations. As of now, Cann currently is focused on its new launches with the Half & Half line and 0MG collection.

Cann is available online in more than 35 states, at retail in more than 30 states and at dispensaries across California. Given its THC-free formula, the 0MG collection can be purchased nationwide through direct-to-consumer (DTC) shipping, with an upcoming retail rollout.

Regardless of reasoning, Cann seems to have options for every social consumer.