Lighten up to wind down

First there were Marlboro Lights, then Miller Light, now here comes Bud Light — or better yet, “Lite Bud”.  Let’s face it, the weed you can get today is much more powerful than the dime bag you had in college. While growing high-potency strains has been a focus of the industry, not everyone wants to get super high.

As the cannabis industry evolves, like most consumer product categories, brands will begin to differentiate on multiple product attributes. It all comes down to use cases. If the mass consumer is simply looking to unwind and replace a bottle of wine for some weed, sessionability will be a critical component of the brand they choose. It will be interesting to watch this play out over time. But regardless, the industry could use some standardization to help consumers navigate this emerging category.

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