New Age Beverages Corporation is increasing its interest in the emerging market for cannabis-infused drinks, today announcing an agreement to develop and distribute cannabis-infused beverages for Marley Beverage Company.
As part of the deal, Marley, which markets canned beverages inspired by reggae legend Bob Marley, will launch a three-SKU line of CBD-infused relaxation drinks called Mellow Mood +CBD in Q1.
New Age also sells ready-to-drink cold brew coffee and yerba mate drinks under the Marley brand, as well as a line of zero calorie relaxation teas also called Mellow Mood. The Denver, Colo.-based company merged business operations with Marley Beverage Company in 2016.
The agreement is a 50-50 profit-sharing partnership with Docklight, a division of Privateer Holdings, which holds the exclusive license to produce and distribute cannabis-infused products under the Marley Natural brand.
“Marley and cannabis infused beverages is kind of a match made in heaven,” said New Age CEO Brent Willis in a call with BevNET, noting that the Marley family is “heavily involved” with the brand. “In the beverage industry, people buy products based on functional benefits, based on taste, but they also buy based on the emotional connection that they have. With this brand, we are really bottling ‘don’t worry, be happy’ in a can.”
Available in Herbal Honey, Lemon Raspberry and Peach Raspberry varieties, Mellow Mood +CBD will contain 25 mg of full spectrum hemp-derived CBD in each 15.5 oz. can. The product will begin rolling out to stores in Colorado, Oregon, Michigan and Washington — all states in which recreational cannabis use is legal — in the first quarter of this year.
The deal with Marley is the latest step taken by New Age, a publicly traded company, to reinforce its position within the nascent cannabis beverage market.
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