Cannabiniers, the San Diego-based cannabis management brand, continues to light it up. Right now the company’s portfolio of products are as diverse as beer and tea and creams and vaporizes all with a focus on hemp, CBD, cannabis and fine times. The company is also specifically looking to become America’s first famous THC beer brand.
Cannabiniers caught our collective attention last year when it announced the launch of Two Roots Brewing Co. in Nevada, and what it called the world’s first line of non-alcoholic cannabinoid infused beers or “cannabiers.” A few months later, Cannabiniers announced it was looking to be the first real player to distribute cannabier across the United States, and time was of the essence. Here’s Tim Walters, Cannabiniers chief operating officer, in a press release from last year:
“Last week’s Constellation Brands and Canopy Growth transaction validated our position as a first mover specialty adult beverage company; our Nevada launch of Two Roots has us an estimated year ahead of the world’s largest alcohol companies, and an estimated three or more years a head within the U.S. as a result of federal laws.”
How was Cannabiniers going to take the cannabis beverage industry by storm first?
A plan. Also last year, Cannabiniers announced its bold vision of having access to 500,000 bbls of capacity annually under contract or acquisition by mid-2020. That announcement coincided with Cannabiniers’ Series B capital raise of its multistate rollout of Two Roots, which included a $50 million raise supporting a 20-state product release. In February 2019, the company announced the expansion of Two Roots to the California market, offering consumers both THC-infused and full spectrum CBD-infused options in select dispensaries throughout the state, including San Diego, Los Angeles and San Francisco.
According to this excellent Brewbound article by Chris Furnari, the company is also in the middle of raising another $75 million to $100 million as part of a Series C fundraising. With this money the company is executing brewery acquisitions, buying the likes of Helm’s Brewing Co. in San Diego and Dad & Dudes Breweria in Denver, opening locations like the industry’s first cannabis speakeasy, Dana’s Place, at Las Vegas ReLeaf, investing in high-tech equipment like de-alcoholizing systems from Europe, and now we’re seeing investments in big marketing moves.
Cannabiniers becomes the first weed company to sponsor a pro U.S. sports team
Last week, Cannabiniers’ Two Roots Brewing brand was named the 2019 Exclusive Craft Beer Sponsor of an American professional soccer team — the Las Vegas Lights FC. As the team’s official craft beer partner, Two Roots made its debut at opening night in Cashman Field this past Saturday (March 9). But, Two Roots is only providing traditional alcoholic beer (non-THC) throughout the 2019 season games. Cue sad trombone. I wasn’t even aware the company made non-THC beer.
“In addition to having our beer on tap at Cashman Field, Two Roots traditional beer is also available at the Two Roots tasting room located in Ocean Beach, Calif.,” explained Kevin Love, vice president of market activations for Cannabiniers. “We are in the process of further expanding our traditional beer distribution throughout the state of California and Nevada.”
The Two Roots beer that will be featured for Lights FC games include Enough Said Lager, Tropical Infamy Wheat, Sonder Blonde, RCG Stout and/or seasonal favorite Tribute IPA.
This Lights partnership gives Two Roots exclusive rights to the team marks, and the company plans to create a one-of-a-kind, team-inspired beer. The stadium will feature two large advertisements on the field level. Additionally, Two Roots will be the official host for hospitality events at Lights FC games and support “The Happier Hour” — a post-game party in the Cashman Field restaurant following every Lights FC home game. Furthermore, Two Roots will be the presenting sponsor of the Lights April 13 game.
Is there hope of getting THC beers into these games eventually?
“A lot of regulatory reform will need to occur before that can become a reality,” said Love. “As it stands, consumption laws are unique on a state, county and local level in each legal market. Currently, cannabis consumption in Nevada is limited to private use only. As consumption laws become more progressive in the state of Nevada, Two Roots THC product offerings will certainly become the standard as an alternative to alcohol at sporting events, restaurants, bars, nightclubs and the list goes on.”
We’ll keep you updated as Cannabiniers continues to sprout across the United States.