Marijuana Business Magazine October 2019

Marijuana Business Magazine | October 2019 108 Business Strategies | Infused these traits, and we ensure that all of our offerings match our ethos,” he said. The Free Sample Approach To reach that desired market, Two Roots offers samples of nonalcoholic, non-infused beer at social and community events. For example, the company offered samples at the 2019 Ocean Beach Street Fair & Chili Cook-Off in San Diego. “We’re always looking to find engaging ways to connect with our consumer,” Van de Mortel said. “This allows consumers to taste our prod- uct and to personally sample.” The company is aware that craft beer connoisseurs are interested in specific aspects of the drinking expe- rience, including the mouthfeel, taste and ingredients, so getting samples to the consumers is important. Aside from offering samples at events and conferences, Two Roots also created a “speakeasy” tasting room at Cannabiniers’ dispensary Las Vegas ReLeaf, allowing consumers to try the nonalcoholic, non-infused beer while they sit in the waiting room. Converting Consumers Into Customers According to Van de Mortel, beverages have been met with some distrust and hesitation in the cannabis industry, so consumer education is essential. The sampling sessions help with that by allowing Two Roots representatives to educate potential customers, budtenders and anyone else who is curious. The goal: Convince those sampling the brews that Two Roots emulates the effects of alcohol. “Instead of the alcohol negatives, we’ve replaced these with microdosed cannabis that allows for a quick and elevated experience,” Van de Mortel said. “We offer a more mindful, healthier option for the craft beer consumers who want to get away from its negative effects, as well as the current cannabis user.” As Two Roots expands from Nevada and throughout California, Van de Mortel said each market comes with its own set of regulatory and compliance challenges—from packaging to distribution. “Adhering to stringent standards is important to us, determining our path to integrate within each state verti- cally,” he said. “It has been a long but worthwhile process, and we couldn’t be more excited to expand through- out California and bring our broader beverage portfolio to market.” Two Roots lager traverses the canning line. Courtesy Photo