Weed Gets a “Fancy” New Name: Craft Cannabis
We’ve become a country consumed with what goes into our food products. While many want organic foods, others want gluten-free meals and non-GMO practices. It looks like this trend has expanded to include drug use.
The latest trend in marijuana is “craft cannabis.” Like craft beer, this weed is considered an artisan product, carefully cultivated for those with a finer “taste.” Small shops are growing their own products and marketing them as better quality than your average “dank,” run-of-the-mill marijuana.
Like craft beer and organic food, craft cannabis also costs more. And marijuana users are apparently willing to pay the price, with many shelling out ridiculous amounts of money for this trendy new spin on pot.
Shop Owners Target “Connoisseurs”
With more states legalizing marijuana, the market just keeps growing. Retailers target their market with claims such as “Connoisseur-grade cannabis straight from our farms to your home.”
Shop owners now see that cannabis users are willing to pay extra money for marijuana that has specific tastes or potency. And thanks to some pretty slick branding practices, shop owners are making their way to the bank off these “cannabis connoisseurs.”
Of course, this new branding campaign includes edible marijuana. In Colorado, Canyon Cultivation is pushing its use of “high-quality organic ingredients” and becoming known for a commitment to gluten-free, vegan practices.
Not surprisingly, Oregon is another one of the leading states in this trend. Brooklyn Holding Company in Portland is an artisan dispensary. Wicket Kind, also in Portland, boasts of “legendary genetics, craftsmanship and tenacious authenticity…by crafting a boutique cannabis experience.”
A New Image, Same Weed
Part of the goal for marijuana companies is to change the image of cannabis. They hope to re-brand themselves and to broaden their appeal to more consumers. Specifically, they want to get away from the “stoner” stigma and market to the type of person who pays for rare vintage wines and all-natural meals. This, in essence, is their new target audience.
Perhaps some shops do give more attention to their cannabis cultivation. Maybe it’s possible a toke from an “artisan” shop is a different experience than one from a non-craft cannabis.
What’s more likely? It’s the same old pot, it’s just re-branded. It’s like those labels added by manufacturers when they change their packaging: “Same product. New look.” But what changed? Not much really, except they increase their prices to cover the cost of the fancy new containers and colorful labels.
Image Source: iStock