Why This Cannabis-Infused Beverage Is Being Marketed Like a Health Drink
Mood33 is about feeling good more than feeling high -- and the design of its packaging has to make that clear to consumers.
Cannabis-infused beverages are making a stir in big business. In 2018, Constellation Brands -- purveyors of Corona beer and Svedka vodka -- invested $4 billion in a Canadian marijuana company. And in December, Anheuser-Busch InBev announced a $100 million project to develop cannabis beverages. That might feel like fierce competition for cannabis-bev entrepreneurs, but Michael Christopher simply sees it as proof that his timing is right. Last year, he launched Mood33, a California-based startup that sells cannabis-infused sparkling tonics. To stand out, he’s positioning his drink as a wellness product, focusing on health benefits and natural ingredients rather than pushing the buzz the beverage delivers. Here’s how he created packaging for an elixir that’s more about getting healthy than getting high.