How high is too high? This is the question that many hemp-derived THC drink makers are exploring as the category expands deeper in retail. For Cann, a trailblazer in the microdosed category, increasing the payload is all part of meeting consumer demand; especially, in the retail markets where THC drinks are growing fast. “We're seeing a shift entirely in how folks consume THC,” said co-founder Jake Bullock. “In the Southeast or the Midwest, where there are no dispensaries or only medical dispensaries, we're finding there is a high-potency consumer that has no access to high-potency products.” - Cann is meeting consumers where they are with its latest portfolio extension, HI’ER Boy with 10mg THC and zero CBD.
Ten milligrams is not new territory in the canna-bev set, but there has been a move towards offering higher doses (more than 5mg THC) as brands flock to the expanding retail market in Southeastern states like Florida, Tennessee, North Carolina, Alabama and Texas. For many brands, lower doses (5mg or less) sell better online, whereas the stronger options are winners in retail. That's because value-per-milligram becomes a bigger part of the decision-making process in-store. In the dispensary channel, low-dose drinks have struggled to compete in a value-per-milligram proposition with edibles, flower, vapes or 100mg shots, but at a local liquor store or wine shop, the equation shifts, Allen said. “There is a lot of curiosity about what a consumer is looking for in the specialty liquor distributor channel,” he said. “Are they willing to embrace this in the same way they've embraced high-dose RTD alcohol, FMBs (flavored malt beverages), triple IPAs or these 19.2 oz cans?” Learn how canna-bev brands are diversifying doses to meet a wider swath of cannabis users. | 
