The CBD sparkling water produced by Truss, dubbed USA Veryvell, is already marketed in nearly half of the U.S. states through direct-to-consumer sales on its website.
The hemp-derived non-alcoholic beverage, which launched in late 2020 in Colorado, is made with adaptogens, a diverse group of herbal compounds that adapt to the body’s needs, has just increased its e-commerce presence to 18 states in the last year.
“This is an early emerging category, and Truss is at the forefront. There’s a lot more to come in 2022,” notes Jane Armstrong Hockman, general manager of Truss USA, a joint venture between Molson Coors Beverage Company and Canadian cannabis industry leader HEXO Corp.
He adds that “while 2021 was about developing capabilities, this year is about expansion,” says Armstrong, who adds that “we will continue to develop capabilities, brands and retail strategies that will allow us to grow with the category and scale for the long term”.
On the other hand, Truss is also expanding channels by charting a path in on-premise, where more venues are incorporating Veryvell into premium non-alcoholic cocktails or serving it only as an elevated non-alcoholic offering.
“Veryvell is simply a sparkling water enhanced with premium flavors, no calories and the added benefit of CBD and adaptogens. The elevated experience and premium flavors give consumers a reason to change their sparkling water every day. Building a new category and educating new consumers takes time. The CBD category is small, but growing. We believe it has long-term potential and we are in a position to win,” Hockman concludes.
