This Pot Giant Rebrands Popular Brand, Launches 50mg THC Edibles

Curaleaf Holdings, Inc. CURLF CURA unveiled the strategic national rebrand of its Select cannabis lifestyle brand across 15 U.S. states.

"At the core of the Select rebrand are significant data-driven consumer insights and a desire to optimize and differentiate our best-in-class CPG portfolio," stated Kate Lynch, EVP of Marketing at Curaleaf. "The future of relaxation and socialization is not just about alcohol anymore. We see Select's role as helping to drive the normalization and destigmatization of cannabis and celebrating personal choice while delivering high-quality products that fit into people's lives in a way that makes sense for them."

The national rebrand of Select coincides with the launch of Select Briq, a proprietary vape. Developed in partnership with Advanced Vapor Devices, Select Briq is an all-in-one, two-gram vape filled with Select's oils, Select Essentials and Select Elite. At launch, Select Briq will be available in Arizona, Florida, Illinois, Maine, Maryland, Massachusetts, Michigan, New Jersey, New York, Pennsylvania with additional markets to follow in the coming months. Select Briq joins the brand's proprietary hardware portfolio following the launch of Select Cliq in March 2022.

Select's X Bites edibles line, infused with the brand's cannabis oil and proprietary encapsulation technology, will also expand to include Live Rosin X Bites and High Dose X Bites. High Dose X Bites provide with up to 50mg THC per bar and 10mg THC per piece for a stronger and longer cannabis experience. In the coming months, Live Rosin X Bites will launch in Arizona and Florida, while High Dose X Bites will launch in Arizona and Michigan followed by additional markets in the near future.

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Photo: Benzinga edit with photo courtesy of Curaleaf

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