With new products hitting shelves in different states on a seemingly daily basis, the cannabis beverage market appears to be on a fast-track to a future of unabated growth. Behind the scenes, however, that obvious potential is tempered by some sobering realities: nascent brands need cannabis-savvy field and marketing programs to help them rise above the noise in this increasingly competitive category, and that’s where incubator Harmony Craft Beverages (HCB) is looking to target next. 

The Los Angeles based company, part of the Sands Lane Ventures portfolio, announced last week the launch of what it claims is the first field and trade marketing program specifically created for cannabis infused beverages. Starting with its in-house brands — Klaus, Malus, Herbacee and LIFT — the Harmony Marketing Program is offering services and support to cannabis beverage brands, adapting tried-and-true trade and consumer marketing models from the wine and spirits industry — think at-retail opportunities, like specialized activations and pop-ups — for a different audience. Considering that many startups lack the budget or team to execute those themselves, HCB’s program aims to be cost-effective and flexible. 

“Our field marketing services are truly needed in this space,” said Evan Eneman, HCB’s co-founder and interim CEO, arguing that “what doesn't work in cannabis is a singular, individual brand-focused approach to field and trade marketing for the beverage sector.”

Acknowledging the fact that cannabis retailers and distributors are still developing their beverage channels, and because consumers are still learning that the category exists, Eneman said HCB will deploy “a targeted collective approach that gives brands the tools they need to grow by turning these challenges into opportunities.” New partner brands are expected to arrive on the market in the next few months, he added; as lines continue to blurb between categories, HCB’s vision will broaden to nonalcoholic, functional and infused “social beverages.” 

“We have built a team of beverage and brand specialists in markets across California and in New York, and we look forward to building in additional markets as our portfolio grows.”

Go Deeper: 

• VCC Brands’ Kenny Morrison on Beverage Growth, Stagnation in Edibles (Video) 
• Cocktails & Cannabis: Bev Industry Vet Doubles Up On Cold Brew Crossovers

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A federal judge in New York has tossed out a class action shareholder lawsuit against plant-milk maker Oatly, claiming the complaint failed to sufficiently argue the company engaged in “greenwashing” – the practice of making the business appear more eco-friendly than it actually is. The lawsuit stems from allegations made against Oatly by a short-seller in 2021, which also accused it of misleading investors about its finances and growth in China.

While the decision is a victory for Oatly in the meantime, the company isn’t out of the water yet: The plaintiffs were given the opportunity to replead and have until August 11 to file an amended complaint. However, Judge Alvin Hellerstein warned the plaintiffs to take more caution in their revised filing to “avoid repetition … superfluous verbiage, unnecessary allegations, puzzle pleading” and “mere puffery.”

 This past week saw beverage brands getting into the summer spirit with the launch of fruit-forward and sunshine-inspired sips. Swoon expanded its iced tea lineup with Lemon and Raspberry flavors while Splenda jumped into the drink mix category with its Peel & Pour Zero Calorie Drink mix in Pink Lemonade, Sweet Tea, Fruit Punch and Peach Mango varieties. Additionally, GHOST teamed up with Bubblicious to celebrate its seventh birthday while Heywell created an exclusive offering with modern convenience store train Foxtrot. Read the full story on BevNET. 

In spirits people moves, Stoli has brought in a new master distiller for its ultra-premium Cenote Tequila. Miguel Cedeño-Cruz’s resume includes stints as tequila manager at Diageo Mexico, developer of tequila brands for Sazerac and E. & J. Gallo, and operation director at Brown-Forman’s Tequila Herradura . Meanwhile, disrupter scotch whiskey brand Compass Box is staffing up to target the U.S. market, including hiring Judd Zusel as president of the Americas, who has headed incubation and innovation departments at Bacardi and Remy Cointreau U.S. Samson & Surrey has brought in Elayne Duff, an entrepreneurial brand ambassador to lead the craft portfolio’s education and advocacy efforts as director of brand advocacy. Read the full story on BevNET. 

Breaking news in the we-can't-believe-this-is-real-either department: Influencer-led coffee lifestyle brand Chamberlain Coffee announced today it has partnered with hair care line IGK to launch Matcha Dry Shampoo, marking the former’s first foray into the beauty and wellness space. Inspired by the coffee brand’s best-selling Matcha Green Tea, the co-branded LTO is an iteration of IGK’s Direct Flight Multi-Tasking Matcha Dry Shampoo featuring exclusive packaging. Last year, Chamberlain Coffee CEO Chris Gallant told BevNET that the brand’s collaborations – including a co-branded variety pack of creamers with nutpods and a Matcha Lemonade with Swoon – are “pretty organic” and serve as evidence of Emma Chamberlain’s authenticity with her audience. The new collaboration with IGK comes less than one week after the brand announced it has closed a $7 million funding round. Chamberlain Coffee x IGK Matcha Dry Shampoo will be available at Ulta and on Chamberlain Coffee and IGK’s respective websites for $32 per 6.3 oz. bottle through December.

After a $5.6 million investment on Wednesday, Reed’s leadership expressed optimism during its Q1 earnings call that it will achieve cash flow positive by the end of year reporting cost cutting measures have improved margins. Read the full story on BevNET.

What parallels exist between music, food and beverage and how can they inform entrepreneurs about innovation strategies? The hosts look to legendary music producer Rick Rubin for answers. We also discuss trends from behind the bar with the 2023 USBG World Class bartender of the year Renato Tonelli and Julie Reiner, the owner of world renowned NYC cocktail restaurants The Clover Club and Leyenda. Read the story.

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