Marijuana Business Magazine May-June 2019

Marijuana Business Magazine | May-June 2019 124 R ecreational cannabis use is legal in 10 states, but sipping an alcoholic drink is still more acceptable in most social settings than lighting a joint. It’s a social phenomenon that cannabis-infused beverage makers are eager to capitalize on, including Kalvara. The Tempe, Arizona-based company is relying on a technological innovation to deliver its infused beverage with a twist—literally. Kalvara’s Cannabis Cocktail is served in a 2-ounce bottle of water topped with a patented, nitrogen- pressurized Vessl “cap.”The cap contains both a natural, proprietary, citrus-flavored liquid and THC. Each is suspended in the nitrogen at 100 pounds per square inch. When the cap is twisted, the nitrogen injects both ingredients—exactly 3.5 milliliters of liquid and 10 milligrams of THC—into the water. Moreover, the bottles can be reused—along with a new cap—so consumers can infuse the beverage of their choice. Kalvara is betting its infusion technology will allow cannabis enthusiasts to sip infused beverages without drawing unwanted attention during social situations. “If you have a party, people wouldn’t necessarily light up and smoke. But if you can offer them a beverage, they feel at ease in consuming the product,” said Aaron Harris, Kalvara’s chief operating officer. Betting on a Growing Market The company debuted its Cannabis Cocktail in Colorado and Nevada last year and has plans to expand to four other states by 2020. The expansion comes at a time of growing popularity for infused beverages. Research by Canaccord Genuity Group, a global financial services firm, predicts that THC- and CBD- infused beverages combined have Served With a Twist By Celene Adams To capitalize on the growing market for infused beverages, Kalvara delivers a cannabis-infused cocktail via a patented bottle cap Business Strategies | Infused The Kalvara Cannabis Cocktail bottle can be reused—along with a new cap—so consumers can infuse a beverage of choice. Courtesy Photo