Louis Kyron, CPA, CGA
Editor in Chief
@LouisKyron
Their website can be accessed by clicking here. Readers, I would recommend you visit their site before reading on. It is not necessary but from the site you can see how they have won more awards than any other alcohol-free beer and wine beverage company. Well done Terry to the crew at Hill Street. With that, let’s get right into it and there just may be a hard-hitting question or two for you in here.
What made your company look to the Cannabis space given your current success with drinks that do not make one tipsy?
BEER: Our company is focused on providing beverages that solve the problem of what to drink if you can’t or won’t drink alcohol. The original product line up of the company was MADD Virgin Drinks, which provided a social beverage solution for the designated driver. While it makes sense from a logical perspective that MADD might provide a solution for the designated driver, consumers respond emotionally to brands as well as logically, and few consumers wanted to drink a wine or beer where the brand reminded them of car accidents and dead teenagers. So the brand never really took off. We decided to end that product line when I took over the company.
CCIM: Getting the toughies out of the way first. Given your relationship with MADD, does entering the cannabis beverage space appear at odds?
BEER:
CCIM: Cheers. The science and tech of Lexaria (CSE:LXX) may prove disruptive as it not only masks the flavour profile of, in this case, hemp or cannabis but it facilitates acceleration and bioavailability. The news release with respect to the recently signed definitive LOI can be accessed by clicking here. Can you elaborate more on this arrangement with LXX and have you settled on a partner that can produce and handle cannabis?
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