CONNECTING THE DOTS
The article appearing elsewhere in this issue titled “The End of Prohibition” explores that and many other facets of the post-prohibition landscape. But a company can use news, public relations, and other tools to raise awareness. For example, the excise tax on cannabis has proven to be less than popular and particularly with medical patients. The excise tax is not only a revenue tool but incorporates a number of fines and even jail time for violations so it is also a tool in the battle to bring closure to the era of black market dominance. Canopy Growth announced it was absorbing the cost of the excise tax. This news went “viral”’ on social media and amongst various advocate groups. That is just one form of how marketing may look. Teaming up with local police to be a part of R.I.D.E. programs and other public service initiatives are other tools because social acceptance is key. Winning strain review polls is yet another. How long before other LPs match the excise tax absorption policy?
65