Curaleaf Holdings, Inc. CURA CURLF announced on Tuesday the launch of Zero Proof, a new brand of THC drinkables in fast-acting, sessionable and easy-to-use formats.
The brand's inaugural product offering, Squeeze, is now available at all Curaleaf locations in Illinois.
Zero Proof Squeeze follows Select's popular THC-infused beverage enhancer, Select Squeeze, initially launched in March 2021.
The new product delivers 2.5mg THC per dose.
What's Next?
The company plans to launch additional SKUs in the coming months.
"Zero Proof exemplifies our commitment to providing high-quality, consistent consumer products in familiar and approachable formats that model traditional consumer packaged goods," Matt Darin, CEO of Curaleaf said. "Curaleaf has been at the forefront of creating sophisticated cannabis experiences, which we believe will ultimately redefine the way people socialize. We're proud to bring Zero Proof Squeeze to our patients and customers in Illinois first before expanding to additional markets."
Last year, Darin joined a slew of other top executives and entrepreneurs in the cannabis space at Benzinga's event, which returns to Chicago this Sept 27-28 for its 17th edition.
At the time, Darin served as the company's president. He spoke about the struggles legal cannabis operators are facing while illicit marijuana businesses continue to thrive nationwide.
"We view our biggest competitor, not as Verano or Ayr, but as the illicit market," he said. "That's ultimately what the competition is when it comes to pricing and availability and convenience."
Darin's colleague and Curaleaf's executive chairman Boris Jordan has been a keynote speaker at several Benzinga Cannabis Capital Conferences and will be back by popular demand at this September's conference in Chicago.
Get your tickets today before prices increase and secure a spot at the epicenter of cannabis investment and branding.
Photo: Courtesy of Curaleaf Holdings, Inc.
© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
Trade confidently with insights and alerts from analyst ratings, free reports and breaking news that affects the stocks you care about.
Cannabis is evolving – don’t get left behind!
Curious about what’s next for the industry and how to leverage California’s unique market?
Join top executives, policymakers, and investors at the Benzinga Cannabis Market Spotlight in Anaheim, CA, at the House of Blues on November 12. Dive deep into the latest strategies, investment trends, and brand insights that are shaping the future of cannabis!
Get your tickets now to secure your spot and avoid last-minute price hikes.