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From Garage Startup to Celebrity-Backed Brand ft. Jake Bullock

14 snips
Sep 16, 2025
Jake Bullock, co-founder and CEO of Cann, the leading THC-infused beverage brand, dives into the revolution of social drinking. He reveals how a 2mg microdose unlocked cannabis' potential as an approachable alternative to alcohol. Jake discusses the challenges of selling through dispensaries and winning shelf space against traditional drinks. He shares insights on product innovation with unique flavors like Grapefruit Rosemary and Lemon Lavender, and explains the role of celebrity investors in scaling Cann's vision to reshape American drinking culture.
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INSIGHT

Microdose Unlocks Social Drinking

  • Lowering THC to 2mg unlocked a social, drinkable experience unlike the 100mg sugary options.
  • Two milligrams approximates what an average person metabolizes in an hour and enables incremental social drinking.
INSIGHT

Flavor Over Weed-Flavor Clichés

  • Taste mattered as much as potency; early products masked cannabis with sugar and acid.
  • Cann prioritized fresh juices and savory pairings to make beverages approachable and delicious.
ADVICE

Design Brand For Approachability

  • Build your brand around approachability rather than elitist premium signaling.
  • Use tone and product values to erode stigma and invite mainstream consumers in.
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