Marijuana Going Mainstream
A Colorado-based company named “Dixie One” has nothing to do with ice cream. It’s product line includes THC-infused chocolates and a line of elixirs containing 75 milligrams of THC. And earlier this year, the Colorado Symphony Orchestra held a “Classically Cannabis” fundraiser, with highfalutin’ patrons smoked pot from joints, vaporizers and glass pipes. Marijuana is not just for stoners anymore. Read on about marijuana growing up and going mainstream in this article from the Huff Post.
Marijuana is growing up. As Colorado and Washington’s recreational marijuana industries blossom and new markets in Oregon and Alaska begin to take shape, so-called ganjapreneurs are looking for ways to take cannabis mainstream. Before long, they hope, marijuana products will be as widely available as alcohol — and just as socially acceptable.
“Ideally, I would like to see the 21-to-35 year-old taking a four-pack of these to a barbecue,” Joe Hodas, chief marketing director for the marijuana product manufacturer Dixie, said earlier this year of the company’s new watermelon cream-flavored “elixir,” Dixie One. The drink contains five milligrams of THC — just enough to produce a subtle buzz.
“This is a full experience in a bottle, much like beer,” Hodas said. “Sometimes they’ll want a beer, sometimes they’ll want two or three beers. This sort of affords you that calibration.”
Since starting in 2010, Colorado-based Dixie has developed a wide array of marijuana products, from THC-infused chocolates to concentrated cannabis for e-cigarettes. Many of its offerings are aimed at experienced marijuana users with high tolerances — the company’s top seller is a line of elixirs containing 75 milligrams of THC. Lower-dose products are proving increasingly popular, however.
“It’s been selling really surprisingly well,” Hodas told The Huffington Post recently of Dixie One. “In some of our stores, it had been outselling our 75 mg elixir. We were going to be happy if it sold decently well, but it was outselling in some cases. That said to us, we were correct, there is a market for that consumer.”
Encouraged by the success of Dixie One, the company is focusing on casual cannabis consumers. This week, Dixie released another low-dose product, a mint that releases THC directly into the bloodstream as it dissolves in the mouth.
“I think the low-dose consumer is an expansion demographic for us,” Hodas said…
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