Colorado Dispensaries Target Inexperienced Users with a Milder Buzz
October 9th, 2014
Policy, Top News
Many adult-use marijuana retailers have been branching out to novice cannabis users with milder edible products. The marketing shift has been compared to selling beer and wine alongside whiskey and vodka in the alcoholic beverages industry. For example, the Dixie One watermelon cream soda contains just 5mg of THC – marijuana’s psychoactive ingredient – which is less than half of a state serving size.
While the medical marijuana industry has long been focused on producing stronger concentrations, the adult-use segment has been primarily catering to the tourism industry that has exploded in the state. A recent study found that 40% of Denver consumers are tourists, while up to 90% of dispensary shoppers in ski towns like Aspen or Breckenridge are tourists looking to get high.
According to interviews with dispensary owners, some of the best selling products have been lighter products aimed towards these tourists. Many tourists are buying marijuana for the first time and are looking to remain coherent and functional. Edible manufacturers have responded by creating lighter products, such as Growing Kitchen’s Rookie Cookie that’s designed to provide less of a high.
The transition to lighter edibles could also improve the industry’s image, which has been tarnished by a number of overconsumption incidents. For example, a college student visiting Denver in March jumped to his death after consuming a single cookie containing 65mg of THC. New York Times columnist Maureen Dowd also wrote in June of trying a candy bar that left her having hallucinations for hours.
Colorado dispensaries have also begun embracing the idea with a First Time 5 campaign that encourages first-time users to consume just 5mg of THC to ensure that they don’t over do it. A separate marijuana advocacy group has taken out ads with the tagline “Start Low, Go Slow” for the same reasons. In the end, the move to mainstream could be beneficial for users and producers alike.
This article was published by CFN Enterprises Inc. (OTCQB: CNFN), owner and operator of CFN Media, the industry’s leading agency and digital financial media network dedicated to the burgeoning CBD and legal cannabis industries. Call +1 (833) 420-CNFN for more information.
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