Molson Coors is now officially competing in the increasingly crowded U.S. market for CBD drinks.
In a news release, the multinational beverage company said its line of non-alcoholic sparkling waters infused with cannabidiol (CBD), called Veryvell, were now being sold across Colorado.
Molson Coors CEO Gavin Hattersley previously told Yahoo Finance that his company’s CBD drinks were released across The Centennial State last month.
The concoctions were created in partnership with Canadian cannabis producer Hexo. In 2018, Molson Coors formed a joint venture with Hexo called Truss Beverages that was tasked with researching and developing THC-infused drinks north of the border.
Five of those products launched in Canada last August, including a version of Veryvell that contains THC.
A “Focus” blend has grapefruit and tarragon flavors and contains ginseng and guarana. A “Mind & Body” SKU is flavored with strawberry and hibiscus and includes ashwagandha and elderberry. A third offering, called “Unwind,” is formulated with blueberry and lavender flavors and features ashwagandha and L-Theanine.
“Each beverage in the product line offers a unique blend of CBD and adaptogens, giving consumers the freedom to pick the combination that best meets them in the moment,” Truss CBD USA general manager Jane Armstrong Hockman said via the release.
Individual 12 oz. cans sell for $3.99, and four-packs cost $14.99. Eight-packs and 12-packs are also available via the Truss CBD USA online store.
The Veryvell products, distributed by Molson Coors’ wholly owned distribution enterprise, Coors Distributing Company, are currently only available to Colorado consumers.
That’s because there is still uncertainty about whether CBD-infused food and beverages can be sold by mainstream retailers nationwide.
Although the 2018 Farm Bill legalized hemp – defined as cannabis sativa plants containing less than 0.3 percent THC – by removing it from the definition of marijuana under the Controlled Substances Act, the FDA has yet to formally draft regulations about products containing derived CBD.
Colorado, however, has fully embraced hemp.
“Colorado has an established regulatory framework in place that covers the production, marketing, labeling and sale of CBD-infused products,” Armstrong Hockman told Denver’s Westword publication.
Expansion to additional markets is also under consideration, according to the Molson Coors Beer & Beyond blog.
“We’re monitoring the evolving regulatory environment and are ready to hit the ground running,” Truss board member David Coors told the site.
Molson Coors isn’t the only beer manufacturer dabbling in the CBD seltzer space.
Minneapolis-based craft beer company Indeed Brewing began selling its Lull CBD Seltzer across Minnesota and Wisconsin earlier this month.
Canada’s Collective Arts Brewing also launched a line of CBD-infused beverages under the “Collective Project” banner last year.
A press release with additional information on the launch of Veryvell is included below.
DENVER, January 13, 2021 – Truss CBD USA, a joint venture majority owned by Molson Coors Beverage Company (“Molson Coors”) and operated in partnership with HEXO Corp (“HEXO”), today announces the U.S. launch of VeryvellTM, a new line of non-alcoholic, sparkling CBD beverages, exclusively available in Colorado.
VeryvellTM is a hemp-derived, adaptogenic, sparkling CBD water infused with a crisp taste, zero calories and zero sugar. VeryvellTM is now available to Colorado-based consumers both online and at select retailers in Colorado in three flavors: Focus (Grapefruit Tarragon), Mind & Body (Strawberry Hibiscus) and Unwind (Blueberry Lavender).
“Last year, we redefined ourselves as Molson Coors Beverage Company and in doing so, laid out a clear vision of leveraging the competitive strengths of our storied foundation in beer to grow in new spaces beyond the beer aisle,” said Pete Marino, president of the emerging growth division for Molson Coors. “Truss’ entry into the CBD market in Colorado and the launch of VeryvellTM, a brand we believe will resonate well with Colorado consumers, is another example of Molson Coors’ expansion into new beverage categories.”
VeryvellTM marks Truss CBD USA’s first entry in the American CBD market and is another example of Molson Coors’ moves to cultivate the company’s beverage offerings. The diversification of the Molson Coors portfolio includes an exclusive agreement with The Coca Cola Company to manufacture, market, and distribute Topo Chico Hard Seltzer in the U.S. as well as an expanding roster of non-alcoholic innovations. This includes an investment in ZENWTR, created by noted beverage entrepreneur Lance Collins, a distribution agreement with La Colombe for their RTD line of canned coffees, and a recently announced North American distribution partnership with ZOA, a new energy drink being launched by a multi-faceted team of fitness, health and beverage industry changemakers including Dwayne “The Rock” Johnson.
“Whether you’ve dabbled in CBD before or are curious to try something new, VeryvellTM invites a moment of self-care to your day through a refreshing and balanced mix of hemp extracts and natural flavors,” said Jane Armstrong Hockman, Truss CBD USA general manager. “Each beverage in the product line offers a unique blend of CBD and adaptogens, giving consumers the freedom to pick the combination that best meets them in the moment. We are thrilled to bring our beverage expertise and commitment to quality to this emerging wellness category.”
- Focus, a combination of grapefruit and tarragon with ginseng and guarana
- Mind & Body, a blend of strawberry and hibiscus with ashwagandha and elderberry
- Unwind, a mix of blueberry and lavender with ashwagandha and L-Theanine
VeryvellTM is now available for purchase by Colorado-based consumers at www.trusscbdusa.com and on shelves at select Colorado retail stores in a variety of SKUs including individual 12 oz cans, four-packs as well as online-exclusive eight-packs and 12-pack variety packs. Suggested retail price for a 12oz can of VeryvellTM is $3.99 and $14.99 for a four-pack.
VeryvellTM is produced and distributed within Colorado state lines following the state’s established regulatory framework for hemp-derived CBD in food and beverages and is exclusively distributed by Coors Distributing Company. Truss CBD USA is distinct from Truss Beverages, Molson Coors and HEXO’s joint venture in Canada that focuses on non-alcoholic, cannabis-infused beverages.
For those Colorado-based consumers interested in learning more about VeryvellTM, please visit www.trusscbdusa.com or @liveveryvell on Facebook and Instagram.
ABOUT TRUSS CBD USA
Truss CBD USA is a joint venture between Molson Coors Beverage Company and HEXO Corp designed to explore opportunities for non-alcoholic, hemp-derived CBD exclusively in the United States. With all production and distribution concentrated within states that permit such products, the Truss CBD USA portfolio focuses on hemp-driven, CBD beverages that span a range of flavor profiles and drinking occasions, starting with the launch of VeryvellTM sparkling CBD water. For those Colorado-based consumers interested in learning more, visit www.trusscbdusa.com or @LiveVeryvell on Facebook and Instagram.
ABOUT MOLSON COORS BEVERAGE COMPANY
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Vizzy, Leinenkugel’s Summer Shandy, Creemore Springs and more, Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle as well.
The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our Imprint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter through @MolsonCoors.
ABOUT HEXO CORP
HEXO Corp is an award-winning consumer packaged goods cannabis company that creates and distributes innovative products to serve the global cannabis market. Incorporated in 2013 under the name The Hydropothecary Corporation, the company was created to meet the needs of the Canadian medical cannabis market. With the advent of Canada’s legalized market in 2018, the company became HEXO Corp, serving both the adult-use (recreational) and Canadian medical markets through its house of brands. Today, HEXO legally operates out of three cutting edge facilities for genetics, cultivation and manufacturing. Under the company’s Powered by HEXO TM business strategy, Hexo Corp partners with established CPG companies to provide cannabinoid isolation technology, licensed infrastructure and regulatory expertise. HEXO is dual listed on the Toronto Stock Exchange and New York Stock Exchange under ticker symbol “HEXO”.