A Cann-ed Buzz
By Andrea Kangmasto
Through pop-culture references of weed in TV shows like That 70’s Show and Rick and Morty, almost everyone knows what cannabis is and how it is consumed — the classic joint, edibles like brownies, and sweet treats like gummies being popular options. However, Cann brings a new proposition: a drink.
With the legalization of cannabis, cannabis products have skyrocketed. While the use of cannabis in different forms — such as oils, lotions, and edibles — is not new, Cann has created a new product category: cannabis-infused social tonic, in other words, microdosed cannabis drinks. Cann’s founders, Luke Anderson and Jake Bullock, ex-bain consultants, saw an opportunity in the cannabis market and founded Cann three years ago. But what does this mean? We will cover it in three layers: (1) What is microdosing?, (2) the product itself, and (3) the social implications of Cann.
What is Micro-Dosing?
Cann defines microdosing with their products as “the practice of consuming small doses of cannabis in order to enhance overall physical and mental well-being. A microdose is typically a fraction of the amount of cannabis that would traditionally be used, and it is often consumed on a regular basis.” This definition of their products may cause several concerns to arise. First, how does cannabis enhance well-being — doesn’t it impair functioning? And, second, how can it be safe to consume it regularly? Studies have actually shown that cannabis, taken in small amounts, can reduce stress and anxiety. Additionally, medical marijuana treatments have been increasingly popular over the last decade. After all, cannabis’s CBD properties induced popularity in CBD-infused oils and lotions for muscle treatments. In fact, Cann has cited two studies: Bogenschutz (2015), which shows that microdosing cannabis can lead to improved mood and reduced anxiety, and Fadiman (2011), which shows that individuals who micro-dosed reported improved creativity, focus, and overall well-being.
So what makes Cann so appealing? According to Cann themselves, their Social Tonics are a perfect starting point because of their approachable THC microdose of 2mg THC + 4mg CBD, which allows consumers to experience the effects of the drink after just 15-20 minutes. That way, consumers can decide whether they would like to build on their “buzz” effect.
Alternative “Buzz” to Alcohol
Cann was created as an alternative to drinking alcoholic social drinks, with the added benefit of no hangovers. An alternative to alcohol has been a long-standing customer void that needed to be filled since not many things create the “buzz” without being addictive. With Cann’s social tonics, those who are alcoholics, opt out of alcohol, or simply dislike the taste of alcohol can have other means of getting the “buzz” in social settings. This also helps people avoid the annoying (and often awkward) questions “Why aren’t you drinking?” “Do you need a drink?” and many more without having to explain your alcohol journey. For those who do not opt into alcohol, this new rival in the beverage sphere might be worth watching.