We’ve long maintained that if you though legalized recreational cannabis wasn’t going shake up the drinks biz, you’d better check what you’ve been smoking.
And now Short’s Brewing is getting into the cannabis edibles and beverage biz.
At the Benzinga Cannabis Capital Conference which took place in Detroit this week, Green Peak Innovations’ CEO Jeff Radway announced that the Michigan medical cannabis company has agreed to exclusively license the popular Short’s Brewery brand to produce a line of edibles and infused beverages.
“Our partnership with Short’s involves creating marijuana-infused products that mimic the taste of the popular Short’s beers for people who enjoy them but without the alcohol,” said Radway. “Some of our first products will include Soft Parade-flavored gummies and vape pens that taste like Huma Lupa Licious.”
Radway also shared that the two Michigan companies will also be exploring the infused beverage category together.
Short’s, which is now partially owned by Heineken is currently developing a line of beverages including cold brew coffee, sparkling waters, “mocktail” tonics, teas, lemonades, and more.
And although Michigan law, which legalized recreational pot in 2018, currently prohibits adding THC to alcoholic products. the companies hope to be ready once that prohibition is lifted.
“Consumers will be able to relax and socialize with this new generation of lighter Short’s beverages and enjoy a new kind of cannabis journey,” said Radway.
And Joe Short, the founder and president of Short’s Brewing Company seems equally buzzed to be working with the cannabis leader…
“THC and cannabis products have been part of our innovation development discussions for years. We’re stoked” to be working with the team at Green Peak so we can bring some of our next level products and concepts to the market.”
When the laws allows, the Lansing-based cannabis company and the Bellaire-based brewer will work together to also infuse existing Short’s beer with CBD and/or THC.
An the licensing agreement between the two companies broadly allows Green Peak Innovations to use Short’s brand and beer formulations to make a myriad of cannabis-infused products.
The first Green Peak Innovations and Short’s edibles are expected to debut by the end of the year, with infused beverages to follow later.