The cannabis industry is growing at a rapid pace and is moving beyond the recreational and medicinal segments and more toward mainstream consumer products.

This shift has resulted in the creation of exciting new categories and markets. As a new cannabis beverage brand, your top priority should be brand activation, i.e., getting these products to the market as quickly as possible. This can be achieved by approaching dispensaries and making sure that the budtenders taste and love your product, which will help in creating the buzz when launching in a new market.

***About Lisa Hurwitz***

[Co-founder, and President at Happi]

Transformational brand builder and multi-channel marketing leader with 20+ years of success working across CPG and cannabis industries. Built the Grassroots marketing team and innovation pipeline from the ground up through the $830M sale to Curaleaf.

Ran 30+ brand portfolios for P&G NA on agency side, drove Kimberly-Clark’s global brand strategies, creative, content and design work globally across all brands and regions on client side. Thrives on designing brand experiences, understanding human insights, and leading high-performance teams to develop breakthrough ideas and drive profitable growth. Excels at modernizing and reinventing brands, driving innovative strategies, building capabilities, and solving complex problems.

Believes in always having a POV, validating with data and that big ideas executed flawlessly can change a business.