Canopy Growth Corporation’s CBD-spiked sparkling water brand, Quatreau, officially launched online sales in the U.S. last Tuesday. Quatreau has been available in Canada since last year and is already the highest performing CBD beverage in their market.
Given the uncertainty of the past year and added challenges the pandemic has posed, it’s not surprising that consumers are reaching for products touting relaxing benefits at a higher rate than ever before. Research and Markets recently reported that the market for CBD is projected to grow from last year’s 967.2 million dollars to 5.3 billion dollars globally by 2025.
Building on Success in Canada
Canopy Growth Corporation hopes this positive projection propels Quatreau to success in the U.S as it did in Canada, a country that legalized adult marijuana use in 2018. “…[W]e’re highlighting the role functional ingredients like CBD can play in helping people manage their stress, find moments of calm and prioritize wellness during this once-in-a-lifetime transitional period,” states Tara Rosalowsky, Canopy Growth’s Vice President of Beverages.
Quatreau beverages contain 20 milligrams of hemp-based and U.S. grown CBD, zero-sugar and weigh in at only 25 calories per 12 ounce can. They will be available in four naturally flavored options including Cucumber + Mint, Passionfruit + Guava, Ginger + Lime, and Blueberry + Acai.
Shop Canopy, Canopy’s U.S. ecommerce site, describes Quatreau as being “crafted with the purest, highest-strength CBD isolate, manufactured using advanced extraction and refinement technology.” This is not an alcoholic beverage. While Quatreau has 0.0% THC, the psychoactive compound in cannabis, there is CBD “[p]re-portioned for consistent daily amounts,” according to the ecommerce site.
Constellation Brands to Flex Muscle
In a CNBC interview Canopy’s CEO, David Klein, said Quatreau’s retail distribution would be managed by Constellation Brands (NYSE: STZ) , which currently has an almost 40% stake in Canopy. However, at least for now, Quatreau is only available in the U.S. via their ecommerce site. The brand has not yet announced when it will be available at retail locations.
For marketing the brand to consumers, Quatreau’s launch aligns astrologically with the Age of Aquarius, the water bearer of the zodiac. The brand has created a digital and social campaign in partnership with Susan Miller, the popular celebrity astrologist behind Astrology Zone.
There are certainly other CBD-infused sparkling water beverages on the market. Molson Coors (NYSE: TAP) launched their own line, Verywell, in January of this year but it is only available in Colorado due to the ever-evolving regulations surrounding CBD availability and distribution. Quatreau hopes to set themselves apart by “working actively with state and federal officials to develop a consistent set of rules to protect CBD consumers nationwide.”
Shop Canopy lists 33 states Quatreau can currently be shipped to and suggests checking the website regularly for added states.
Canopy is hopeful for Quatreau’s success in the U.S. and judging by their track record in Canada, they have good reason to be eager.
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