Cannabis-infused beverage brand Cann leverages Dry January for a 75% sales increase by repositioning their product for consumers seeking moderation. Their strategy focuses on expanding into liquor stores to reach a wider audience uncomfortable with traditional dispensaries and educating them on the benefits of THC-infused drinks as an alternative to alcohol.
Key takeaways
Focus on seasonal trends and cultural moments: Cann's 'Cannuary' campaign demonstrates how aligning with events like Dry January can significantly boost sales and brand visibility by tapping into existing consumer behavior.
Expand distribution channels creatively to reach new demographics: By selling in liquor stores, Cann accesses consumers interested in "sober curiosity" who may not visit dispensaries, overcoming a key barrier to trial.
Adapt your marketing message to your sales channel and target audience: In liquor stores, Cann emphasizes benefits like clean ingredients and no hangovers, directly addressing the concerns and preferences of that customer base.
Monitor and adapt to legislative changes: The CEO highlights how evolving cannabis legislation, particularly around hemp-derived products, opens up unexpected but highly successful market opportunities in new states.
Reframe your product narrative to address evolving consumer needs: Cann positions its beverages not just as a cannabis product, but as a tool for alcohol moderation, broadening its appeal to health-conscious consumers. This is particularly effective given the current trend of conscious drinking.
Don't underestimate the 'curious customer': Many potential customers are open to new experiences but need a comfortable and familiar entry point. Meeting them where they already shop (liquor stores) and speaking their language (moderation, no regrets) is critical.
With New Year's resolutions in full force, brands are trying to cash in on Dry January.
Cannabis-infused beverage brand Cann, in fact, usually sees its sales jump every January due to more people teetotaling.
"I just got these numbers earlier today," co-founder and CEO Jake Bullock said on this week's Modern Retail Podcast. "So online -- where we get the data the fastest -- this first week of January is up 75% from where it was this week last year."
That's because the six-year-old company is investing in content related to Dry January -- or what the company likes to call Cannuary. But Cann has also been on a big growth streak. The company is now selling its beverages in liquor stores in about 20 states. A year ago, it was only in around three states with this channel.
Bullock explained that the reason for this growth is changing legislation and more people testing out THC-infused beverages. He also spoke more broadly about the state of cannabis products in the U.S. Cann, he said, has expanded to states "that we would have never imagined we would be selling -- Cann in North Carolina or Tennessee. And not only are we selling there, it's selling really well, and consumers love these products," he said.
Getting more people to try it out is another hurdle. While people who smoke marijuana may be comfortable with trying to drink, others might not be. That's why expanding to liquor stores has been so crucial to Cann's success.
"We've always said we sit at this intersection of sober curiosity and cannabis curiosity," Bullock said. "And that curious customer maybe isn't as comfortable going into a dispensary."
Frequently asked about this episode
What does this episode say about dtc strategy?
Focus on seasonal trends and cultural moments: Cann's 'Cannuary' campaign demonstrates how aligning with events like Dry January can significantly boost sales and brand visibility by tapping into existing consumer behavior.
What does this episode say about retail & omnichannel?
Expand distribution channels creatively to reach new demographics: By selling in liquor stores, Cann accesses consumers interested in "sober curiosity" who may not visit dispensaries, overcoming a key barrier to trial.
What does this episode say about brand & content?
Adapt your marketing message to your sales channel and target audience: In liquor stores, Cann emphasizes benefits like clean ingredients and no hangovers, directly addressing the concerns and preferences of that customer base.
What does this episode say about dtc strategy?
Monitor and adapt to legislative changes: The CEO highlights how evolving cannabis legislation, particularly around hemp-derived products, opens up unexpected but highly successful market opportunities in new states.
What does this episode say about dtc strategy?
Reframe your product narrative to address evolving consumer needs: Cann positions its beverages not just as a cannabis product, but as a tool for alcohol moderation, broadening its appeal to health-conscious consumers. This is particularly effective given the current trend of conscious drinking.
