In addition to great taste, all 1906 products feature rapid-delivery formulations using single-strain organic cannabis to provide a range of experiences, bringing the benefits of cannabis and plant medicine to health-conscious adults. Founded in 2016, 1906 offers five unique experiences that promote sleep (Midnight), energy (GO), arousal (High Love), relaxation (Pause), and a happy mood (Bliss).
Q&A with Entrepreneur & 1906
What do you think are the biggest misconceptions cannabis industry?
We encounter this massive misconception daily that cannabis is only for burnout stoners who never leave their parents' basement. This is an inaccurate stereotype that we are actively fighting. Our consumers are high-functioning, socially-conscious adults with jobs, families, and steady incomes. Our goal is to help everyday people enhance certain experiences in their lives, like sleep and sex, without turning to big pharma or other harmful, habit-forming substances. We’ve learned in this work that so much of the American population has suffering around these issues. We want to give people permission to seek out a better experience.
How is your business innovating?
As part of our initial R&D, we canvassed the history of plant medicines. It’s fascinating to see that for a millennia, humans have been using plants to effectively heal ourselves and enhance different moods. With 1906, we aim to bring the best of these plants together to make unprecedented products that can help people function better, or more enjoyably, in many areas of their lives. We deeply believe in the efficacy of plant medicine and it’s a dream come true to be working in a category we're interested in and passionate about.
What was the biggest hurdle you had to overcome in your business?
The legal struggles are enormous, but what’s most difficult is the volatility of regulations. When a regulation changes, all of our packaging must adapt, and for some companies even their business model may come under question. For example, we are repackaging our entire product lineup to meet new labelling requirements. That’s incredibly costly and time-consuming, but we like to see it as an opportunity to iterate and dial-in our product to keep reaching new consumers.
What is your favorite aspect of working in this industry?
We are there for intimate and vulnerable moments in people’s lives--sleep, sex, relaxation, and it’s an honor to be able to help them. Part of what we’ve learned in this work is that so much of the American population is suffering. And we feel we can help them take control back.
What inspires you?
Taking back power from Big Pharma. Over the last 50 years, we’ve medicalized and pathologized every part of the human condition. If you’re sad, you have “chronic depression.” If you’re not in the mood, you have sexual dysfunction. And with this “diagnosis,” you are proffered a pill to solve your problem. Life is a complex network of feelings and occasions and we have a lot of plant allies to help us through them. Cannabis is one, and there are countless other plant medicines that have been used for thousands of years. We are emboldening people to administer self-care.