PRIME distributor brings cannabis-infused spirit to market

Nowadays has signed a deal with a major alcohol distributor to become the first cannabis spirit available across America.

Despite launching just months ago, Nowadays has signed a distribution partnership with Atlantic Beverage Distributors in Massachusetts to become the first cannabis-infused spirit available across the United States.

The newly inked deal with Atlantic, which launched PRIME in the state of Massachusetts, will add retail distribution to Nowadays’ existing DTC business, which is currently worth more than US$1 million.

According to the branding team, Nowadays is designed to deliver “a gentle lift within 15 minutes of consumption”.

Consumers can choose from two strengths –  a 33 mg ‘THC Micro Dose’ (US$39.99), which delivers “a light buzz and controllable experience that is ideal for new cannabis consumers” , or a 100 mg ‘THC Low Dose’ (US$59.99), offering “a stronger buzz for the experienced cannabis consumer”.

The drink can be taken as a shot, served poured over ice, or mixed into a cocktail.

Launched in April 2023 to bridge the gap between alcoholic and alcohol-free products, the concept behind Nowadays is to offer a buzz “without the negative side effects” for the “happiest of happy hours”.

More than 26,000 bottles of the cannabis spirit have been sold so far.

“We are honoured to be the first-ever cannabis spirit represented by Atlantic Beverage Distributors alongside its expansive portfolio of fast growth brands,” said Justin Tidwell, co-founder and CEO of Nowadays.

Mino Soghomonian, general manager of Atlantic Beverage Distribution, said the company was excited to be “leading the charge in the cannabis beverage category” after launching successful brands in Massachusetts like Cutwater Spirits, Happy Dad, and PRIME.

Interestingly, many major drinks firms are selling off their CBD interests.

In December 2022, Molson Coors announced that it was exiting its CBD business with Marijuana grower HEX due to lawmakers dragging their heels on reforming cannabis laws in the US.

“The key for us is to go big behind what’s working and smartly pivot out of what isn’t working from a scale standpoint, like CBD beverages,” said Pete Marino, president of emerging growth for Molson Coors.

Meanwhile, Constellation, which has sunk more than US$4 billion into its cannabis drink venture, continues to sit on a majority stake in Canadian cannabis producer Canopy Growth.

Outside of the US, Hong Kong has banned CBD drinks completely, with penalties ranging from  “up to life in prison” to fines totalling HK$5 million (US$638,000) for importing, exporting or producing CBD to HK$1 million (US$128,000) for possession of the substance.