UPDATED JUNE 19: Press release below.
UPDATED JUNE 18: I interviewed the brewery today. Stand by for story.
The #beers being touted as America’s first #dealcoholized #THC–#infused #cannabis #IPA, #lager, #stout, #wheat and #blonde will start production July 9 in #SanDiego and go on sale mid-July in #Nevada, followed by #California in August. 2.5 mg THC per 11-ounce can. $5 per pop.
— Ed Murrieta (@edmurrieta) June 18, 2018
BY ED MURRIETA
One of my sources in my recent Leafly hemp/cannabis beer report tipped me to this last month but I could not get the brewery to confirm it. Now the San Diego brewery is releasing the nation’s first non-alcoholic THC beer. It will be sold in California cannabis stores starting in July.
Two Roots is brewing a deal with Cresco Labs to brew dealcoholized THC-infused cannabis beers in the six medicinal states it operates in.
Two Roots, the worlds first “CannaCrafted” beer
Southern California Born
Cannabiniers Expands Portfolio with THC & CBD infused Craft Beers, Cold Brew Iced Teas, and Cold Brew Iced Coffees
Leading US Company Enhances Product Offerings, Further Normalizing the Consumption of Cannabis
SAN DIEGO, Calif. (June 19, 2018) – Cannabiniers, a foodservice, technology & brand management company, that is revolutionizing the cannabis industry with patented, safe and natural flower-based extraction technology, has announced the expansion of its alternative beverage portfolio. Two Roots Brewing Co, the world’s first line of CannaCrafted non-alcoholic THC and CBD infused craft beer, and Just Society, a line of THC and CBD infused cold brewed iced coffees and teas, both join the company’s cannabis infused beverage collection.
“The popularity of craft beer and coffee has grown across all demographics, tea is the second most consumed beverage in the world, 2nd only to water. We’re excited by the potential for Two Roots Brewing to be the first to market, offering products infused with THC & CBD, with the ultimate goal of normalizing the consumption of cannabis-infused products, especially given the recent announcements of potential development from the former Blue Moon founders and Constellation Brands, as well as its investment in Canopy Growth.” said Timothy Walters, president of Cannabiniers. “Beer, coffee and tea hold such a widely accepted and even celebrated place in society, so we are thrilled to offer a line of beverages to fit anyone’s preferred beverage choice within the rapidly expanding cannabis market that have been responsibly formulated to emulate the effects of alcohol, micro-infused, onset within 5 – 10 minutes and dissipation in less than two hours.” “What Does It Take To Be A Pioneer”
Crafted by expert brewers and artisans, Cannabiniers has sourced the first of its manufacture and design technology to enter the United States, to create Two Roots Brewing Co the only line of craft beer in the United States using state of the art technology for de-alcoholizing beer. Brewed in California and infused with THC and CBD in Nevada and California, Two Roots initial product offering consists of five flavors including Lager, Stout, New West IPA, Blonde Ale, and Wheat; with a “Tribute” style beer that tastes like cannabis to immediately follow.
“After two years of research and development, we are thrilled to see our creations on product shelves in July. Our portfolio is continuing to expand and we are proud to be providing the highest quality products made in the USA and changing the perception of consuming cannabis and the entire industry,” said Director of Product Development, Kevin Love of Cannabiniers. “We are committed to offering products that consumers are demanding and we are proud of both lines being released.”
Just last year, Cannabiniers launched the world’s first line of cannabis infused coffee, tea and cocoa delivered through a patented, 100 percent compostable flower-based single-brew pod, BrewBudz. Based on consumer trends and feedback from customers, Just Society is the next evolution with flavors of iced teas including: Lemon, Mango, Mint, Raspberry, and Honey; and iced coffees including: Original, Café Mocha, Salted Caramel, and French Vanilla.
This announcement coincides with Cannabiniers Series B capital raise of their multistate rollout of both Just Society and Two Roots covering a twelve state product release.
For more information about Two Roots, Just Society and other products developed by Cannabiniers, please visit: www.cannabiniers.com.
In re: cannabis and beer, cannabis marketers may learn something from women craft brewers’ tales of sexist beer marketing in my previously unpublished report from the 2007 Craft Brewers Conference in Austin, Texas.
Ed’s Note: Written in May 2007. Not published anywhere but my dormant food portfolio and now here.
BY ED MURRIETA
AUSTIN, Texas — Never mind Miller, Bud and Coors’ foam-soaked fantasies. Jenny Talley is a craft brewer who doesn’t squirm when sex sells suds.
“We have a sexy girl on the bottle,” said Talley, a 38-year-old blonde from Utah, who bears an outdoorsy dream-girl resemblence to the midriff-revealing Provo Girl on the label of her award-winning pilsner.
Though decidedly G-rated like the Provo Girl, (Talley brews 4 percent ABV in Utah, after all), Talley is pictured on Squatter’s Pub’s Web site with two gold medals she won at Great American Beer Festivals; the awards plunge down the T-shirt that clings to her taught torso.
“The Great American Beer Festival was founded on scantily dressed women trying to get you to vote for someone’s beer,” Talley said. “If a woman wants to use her body to sell beer, she has every right. If it works and it sells beer, I’m OK with it.”
Natalie Cilurzo, general manager of Russian River Brewing Company in Santa Rosa, isn’t OK with it. Aside from free-flowing beverages and the occasional kilt, the Craft Brewers Conference was a buttoned-up affair. (“We like it classier,” Cilurzo said.) One vendor’s scantily clad model stood out at the trade show.
“I was very uncomfortable for her because that’s not what we’re about,” Cilurzo said. “She’s not going to help that guy sell more tanks. I don’t want to do business with him because I don’t like his marketing. Can you believe this guy?”
The comley model stirred Cilurzo’s incredulity kettle. She recalled a radio advertisement for a Sonoma County beer festival that she and her brewmaster husband, Vinnie, sponsored in March.
“I told Vinnie: I’m offended by this commercial,” she said. “The whole commercial was just about people being totally disgusting and drunk. And then the guys says, ‘Hey, babe, you bring the beer, I’ll bring the condoms.’ Vinnie said, ‘We’re pulling out.’”
As interviews with a dozen women brewers and brewery executives at the Craft Brewers Conference here in April revealed, figuring out what women want — both in beers and their marketing — is obvious and impossible.
BY ED MURRIETA
The Hemperor, New Belgium Brewing Company’s new IPA, is not the first beer brewed with hemp seeds.
Nor is it the first beer to celebrate the botanical, olfactory and gustatory similarities between hops and cannabis.
It is, however, the first hemp-infused India pale ale — an HIPA — to be distributed across the United States.
And The Hemperor, released in early April by the Colorado brewery best known for the Fat Tire brand, is certainly the first adult beverage in the legal cannabis era that’s been engineered in a laboratory to mimic the aromas and flavors of cannabis while containing no trace of the plant’s psychoactive cannabinoids.
Prohibited by the federal government from brewing with hemp flowers that would impart aromas and flavors mirrored in hops along with non-psychoactive cannabinoids like therapeutic CBD, New Belgium brews The Hemperor with hemp hearts, the meat of shelled hemp seeds, which imbue a mild, hazy nuttiness but no intoxicating effects of cannabis, hemp’s botanical sister and hops’ botanical cousin.
To mimic cannabis terpenes, New Belgium draws on other natural ingredients. In The Hemperor’s herbaceous case, natural cannabis aroma and flavor means those attributes were engineered in a laboratory to parrot pot’s polymorphic punches to noses and mouths using extracts from natural aromatics like citrus peel, grapefruit and pine sap.
The Hemperor is on tap in 49 states (Kansas bans hemp products) and will be released in six-pack bottles in late May.
I paid $4 for a 5-ounce pour of The Hemperor at Capitol Hop Shop in Sacramento on Friday, 4/20.
The Hemperor announced itself as the bartender set the rosette glass in front of me — a waft of familiar cannabis that caught my nose and whipped my neck side to side to pick up the aroma’s source. Continue reading
BY ED MURRIETA
The message behind Reese’s Peanut Butter Cups’ classic Seventies slapstick TV commercials —“You got peanut butter on my chocolate. You got chocolate in my peanut butter. Two great tastes that taste great together.” — is being rebooted for the cannabis era in two collaborations between two California producers of artisan intoxicants: AbsoluteXtracts and Lagunitas Brewing Company.
One collaboration puts Lagunitas’ hops into AbsoluteXtracts’ vape pen cannabis oil cartridges. The other puts AbsoluteXtracts cannabis terpenes into Lagunitas ale.
Hops and cannabis are botanical cousins, containing similar aromas and flavors.
There’s no THC in the hopped-up beer collaboration — just the complementary flavors and aromas of Blue Dream and Girl Scout cookies cannabis strains captured in the terpenes. And there’s no alcohol in the vape oil — just piney, lemony, citrusy flavors of seven different hops strains.
Both collaborations are called “SuperCritical” after the CO2 extraction process AbsoluteXtracts uses to isolate and preserve cannabis and hops terpenes.
Lagunitas sent me a growler of beer and a couple of vape cartridges.
I tested a growler of Lagunitas’ SuperCritical, a golden-straw ale. Its floral bouquet tickled my nose. Its dry hoppiness parched my tongue. Cannabis terpenes — flavors and aromas evoked if not the plant exactly certainly evoked the distilled essences of cannabis you experience in high-end concentrates. It finished with an uplifting intrigue, gaining depth and intensity as it warmed.
Here are my notes from the beer and the vape cartridges:
Lagunitas SuperCritical Ale
Beer infused with non-psychoactive cannabis terpenes
Airy foamy head
Floral nose, almost soapy
Golden straw color
Hoppy, dry, tongue-sucking and nose-tingling
Floral flavors sweeten as the beer warms and deepens
AbsoluteExtracts Hop Cannon and Stereoterpical cannabis oil infused with hops terpenes.
Hop Cannon spicy and floral … wafting uppercut to the sinus, a tingling prelude to an earthy, biting finish on the back of the tongue.
Stereoterpical crisp and clean
Note-for-note match to both hoppy vape pens: Piney, floral, slightly earthy … tingly mineral finish
Vape. Hold. Shoot. Swallow. Exhale. Like the Boilermaker of weed and beer. Worlds collide but harmony prevails.
Vape. Hold. Drink. Swirl. Meld. Swallow. Exhale. Flavor bomb. Concentrated subtleties. Deepen the spice. Soften the bite.
Vape. Exhale. Drink. Swallow. Like you perfectly prepared your palate for an ephemeral blossom of savory alpine.
Drink. Hold. Vape. Swallow. Exhale. Maybe get a little bubbling action on the vape pen’s mouthpiece. An extremely clean hit and clean finish, almost indistinguishable from any substances except the straight essence of cross-fading intoxication.