Pabst Labs Brand Manager Mark Faicol believes that the addition of an "established brand" could help to legitimize the cannabis beverages sector.
Earlier this month Pabst Blue Ribbon made its debut in the cannabis market, after announcing the launch of Pabst Labs, a new subsidiary dedicated to the manufacture of THC-infused beverages.
The line of THC-infused drinks—which are known as Pabst Blue Ribbon Cannabis Infused Seltzer—will be produced in California, before being distributed to local retail dispensaries for an initial trial run.
Pabst Blue Ribbon has an incredibly loyal and passionate customer base who are open to change and embracing new ideas. We've spent a long time creating a quality product for both new and experienced users, and believe the entry of an established brand can help kick-start the cannabis drinks category. Pabst Labs Brand Manager, Mark Faicol
Pabst Blue Ribbon is the latest beer manufacturer to get in on the cannabis game, after Constellation Brands (NYSE: STZ)—which also owns Corona and Modelo among other beverage brands—made a headline-grabbing investment of $3.8 billion in Canopy Growth (TSE:WEED)
This was then followed by the announcement that Lagunitas Brewing Company had entered a partnership with AbsoluteXtracts to collaborate on a line of THC-infused soft drinks.
However, Pabst Labs Brand Manager Mark Faicol believes that the company's product may have an edge on cracking the consumer market, as the addition of an "established brand" could help to legitimize the cannabis beverages sector, which has failed to garner much commercial interest thus far.
"Though this is a limited initial launch, we've had a really enthusiastic and positive response from dispensaries and customers and are looking forward to a wider rollout in the coming months," Pabst Labs Brand Manager Mark Faicol said.
Additionally, the company already has secured a distribution deal with the California-based cannabis company Nabis.
Under the terms of the agreement, Nabis will serve as the exclusive distributer of Pabst Labs branded cannabis beverages in California until 2021. The announcement is being viewed as a significant win for Pabst Blue Ribbon, as Nabis already has an extensive distribution network established throughout the state, giving the company access to a significantly wider customer base.
"We are honoured to power Pabst Lab's entrance into the cannabis market. As Nabis scales, we believe it is important to be a leader in providing access to newer product categories," Nabis president Jun S. Lee said.
"This is an exciting challenge, and Nabis is thrilled to offer logistical solutions for innovative products like Pabst Lab's infused seltzers."
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