Rolling Stone is teaming with Select, the hashish way of life model owned by Curaleaf, on a variety of hashish merchandise.
The line, dubbed Rolling Stone by Select, contains two codecs: a pre-roll (a primary for Select), and a pod system, every accessible in three totally different hashish strains: “Overdrive” (a sativa), “Reverb” (an indica), and “Phaser” (a hybrid). The merchandise are initially launching in dispensaries in Nevada, with plans to develop into different states.
As Curaleaf refocuses its sources on normalizing hashish utilization, partnering with a media model had very particular advantages, mentioned Joe Bayern, chief govt officer of Curaleaf.
“We believe the next step in cannabis development is changing some of the social perceptions around cannabis use, and removing the stigma of cannabis,” Bayern mentioned. “Rolling Stone has really been active in the space of helping to change social perception around key issues for 50 years.”
Gus Wenner, president and chief working officer of Rolling Stone — which, like WWD, is owned by Penske Media Corp. — agreed that hashish has been ingrained within the publication’s DNA for many years.
“In the ’70s, there was a subscription promotional offer where you get a roach clip if you subscribed,” Wenner mentioned. “Cannabis has been a part of Rolling Stone’s history, and music and cannabis have also had a long relationship with one another.”
Equally, hashish made sense for Rolling Stone given its intensive reporting on the plant’s legalization within the U.S. “We’ve covered the legalization of cannabis probably more extensively than most,” Wenner added.
The collaboration is the newest effort from Rolling Stone to seize shoppers exterior of media. In September 2020, the model debuted a set of branded merchandise. Although hashish is the model’s first foray into client packaged items, Wenner is eyeing a number of extra for enlargement.
“If you can do products in an authentic way that actually aligns with your values and journalism as a publisher, there can be a lot of success. Equally, if it’s an area of expertise,” Wenner mentioned.
That being mentioned, Wenner isn’t planning on going all-in on product manufacturing. “We’re not a CPG company, and our expertise is in journalism and editorial. We always want that to be our main focus,” he mentioned.
Both Bayern and Wenner mentioned conventional advertising avenues, like social media, have been unavailable to the businesses given regulation round hashish merchandise. Storytelling, Bayern mentioned, was a bonus to partnering with a media model.
“Since we cover the subject so much from an editorial perspective, we’re working within the guidelines of how you can and cannot market a cannabis product, but our own internal guidelines around marketing and editorial,” Wenner mentioned. “But, we have a lot of ways to engage our audience, our reader and our consumer.”
Bayern added that the partnership is merely in section one, and a joint assertion from each the corporate and Rolling Stone alluded to a retail idea headed to Las Vegas in 2022.
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