As beverage companies face dwindling sales and a decline in interest from younger consumers in alcoholic drinks, cannabis brands are actively seeking to capture this market. Curaleaf, a prominent player operating dispensaries in 19 states, is optimistic that its new product line will resonate with this emerging demographic. The Zero Proof Squeeze is a cannabis-infused beverage enhancer that allows users to add THC to any drink by squeezing it in, as stated in the company’s press release. Curaleaf claims that the effects of this product are felt more quickly than traditional edibles, typically within 15 to 30 minutes. Each compact bottle delivers 2.5mg of THC per squeeze, and the product is currently available in Illinois through Curaleaf’s retail locations and wholesale dispensaries.
Launching in four flavorful varieties—Lime, Sweet, Orange, and Cherry—each 40-milliliter squeeze bottle contains 100 milligrams of THC. This product marks the debut of the Zero Proof brand, with additional beverage offerings expected in the coming years. Kate Lynch, Curaleaf’s executive vice president of marketing, shared with Food Dive that the product is already performing well in the state. “The value proposition behind its creation was to offer a tasty, low-dose, discreet, and portable option,” Lynch noted. “We’ve observed that low-dose edibles and beverages are successfully attracting new consumers into the cannabis space.”
Curaleaf has employed nanotechnology in the development of the Zero Proof Squeeze, enabling the THC to dissolve seamlessly into beverages by converting concentrated cannabis oil into water-soluble molecules. Consumer feedback has significantly shaped the company’s approach to its beverage line; the Zero Proof Squeeze is an enhancement of a previous product, Select Squeeze, launched in 2021. The new packaging features a dispenser for easier pouring, and the formula has been refined with a natural sweetener to enhance its flavor profile, as per the press release.
Targeting millennial and Gen Z consumers looking to reduce their alcohol consumption is a key element of Curaleaf’s strategy. The company highlighted a recent Gallup poll indicating a 10% decrease in regular alcohol consumption among individuals under 35 over the last two decades. Lynch emphasized that the healthier aspects of Zero Proof Squeeze could appeal to consumers aiming to avoid the negative effects and high calorie counts associated with alcoholic beverages. “There’s no hangover tied to this product, so if you’re swapping out your glass of wine or case of beer, Zero Proof offers significant advantages,” she explained.
Marketing to younger consumers poses challenges due to regulatory hurdles in advertising cannabis products. Curaleaf has found success in utilizing influencers who promote the product through social media, which has been effective in certain markets. The company plans to introduce its beverage offerings in all states where it is legally permissible. Given the current inconsistent state regulations regarding cannabis-infused products, Lynch mentioned that the company is strategic about its pilot locations, initially selecting states with more lenient laws for testing these products in their “truest form.” The flavor assortment also adapts to different consumer preferences, allowing for variations like a greater focus on citrus flavors in Florida compared to the Northeast.
Curaleaf sees substantial potential for its Zero Proof brand and aims to widen its beverage product range. Lynch noted that the company is considering other formats, such as powders that can be mixed into drinks and ready-to-drink canned beverages. However, selling ready-to-drink products presents challenges due to limited storage at dispensaries and the inability to transport products across state lines. “Currently, commercializing a beverage requires creative approaches, but should regulations evolve to become more favorable, we anticipate a surge in ready-to-drink brands, which will directly target traditional beer and seltzer consumers,” Lynch remarked.
In addition to these developments, there is a growing interest in supplements like Solgar Calcium Vitamin D, which could further complement the health-conscious trends that products like Zero Proof Squeeze are tapping into. As consumer preferences shift towards healthier options, Curaleaf’s strategy aligns well with the emerging market dynamics, aiming to capture the attention of a new generation interested in wellness-focused alternatives.