goods. The Alliance will use this experience to advocate for the safe and responsible consumption of cannabis beverages and intends to act as a resource for consumers; directing them to existing, fact-based educational materials.
And … in an industry where branding and marketing is everything (beverages) and premiumization is the holy grail, how will your members adjust to a world of plain packaging and where discussing health benefits and lifestyle are strictly prohibited?
Actually, one of our key short-term advocacy priorities is directly related to the marketing and branding restrictions placed on edible cannabis products, including beverages. With the current regulatory proposal mandating the inclusion of nutritional information, the standardized THC symbol, and a myriad of product warnings on the exterior of each individual package, we believe it will be very difficult to for the consumer to effectively engage with these products and make an informed purchase decision.
While we understand that the legalization of these products is a process, not an event (to quote our Prime Minister!), we hope that Health Canada will listen to our concerns. Namely, that the strict packaging and labelling requirements may ultimately not service their stated policy goal of migrating consumers to legal channels.
I know you are very busy and I appreciate your time today … so here is your elevator pitch moment. For other companies expecting to be in beverages space, what are the benefits of belonging to the Alliance?
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