Paltrow calls cannabis a “future hero ingredient” for wellness and says it was attracted to Cann’s beverages, which are infused with small doses of THC and CBD, as an appealing alternative to alcohol.
“There’s a whole sober movement that goes on and the cannabis-curious movement that is, in a sense, at the intersection of these things,” Paltrow said.
It’s the first time Paltrow talks about personal investment in the cannabis industry, although Cann isn’t the first company in the field it supports. The financial terms of the cann deal were not disclosed.
With the support of Cann, Paltrow appears to be following in the footsteps of Martha Stewart, who recently launched a range of CBD gums with Canopy Growth. Paltrow – with her 7.5 million Instagram followers and Goops 1.5 million Instagram followers and 2.5 million monthly podcast listeners – is giving a hefty name to the fledgling cannabis industry that she believes will be mainstream.
“We are moving very clearly and definitely towards legalizing cannabis, and I think it should be,” Paltrow said. “I’m actually not a huge personal user of it. But I think it has amazing medicinal properties and it is really helpful to a lot of people. ”
Cann produces beverages for adults with flavors like grapefruit-rosemary, lemon-lavender, and blood orange-cardamom. The tonics contain 2 milligrams of THC and 4 milligrams of CBD or parts of cannabis compounds that are considered microdoses. Cann founders, former Bain consultants Luke Anderson and Jake Bullock, said the point of smaller doses is to motivate consumers to consume multiple drinks without incapacitating.
CBD is short for cannabidiol, which many say offers the calming benefits of marijuana without the high levels of THC or tetrahydrocannabinol.
“When people think of Gwyneth Paltrow, they don’t think of ‘weeds’ – they think of innovative solutions to today’s health and wellness needs,” said Anderson. “Your approval is a sign that can (and microdose beverages more broadly) are a viable response to this very common consumer pain point.”
The U.S. infused beverages market is a rapidly growing industry, with revenue doubling in the last two years in the rule of law, from $ 4.2 million in September 2018 to $ 8.3 million last month, according to that Analytics company headset.
Canopy Growth, one of the largest cannabis companies in the world, has an interest in BioSteel Sports Nutrition, a nutrition company popular with athletes. This month BioSteel signed an exclusive contract with two major beverage retailers. The partnership allows Canopy Growth to set up its infrastructure to enter the US infused beverage market when legal and regulatory headwinds are removed.
Cann’s beverages are currently available from pharmacies and in California and Nevada. However, the company plans to use its recently raised funds along with the $ 5 million raised in January to expand to four more rule of law states over the next six months.
Ultimately, Paltrow believes it is only a matter of time before wider decriminalization of cannabis results in mainstream audiences accepting cannabis products like cannabis.
“It’s going to be about how people brand it and connect with the customer and what the aesthetic is,” Paltrow said.