Karma Water, a Constellation Brands venture, is partnering with Canadian cannabis giant Canopy Growth to launch a new CBD water.
The new brand launch, set to be named Karma CBD Water, will be the creation of the two companies, both of which are “strategic partners” of Constellation Brands – responsible for brands like Corona and Negra Modelo.
The market entrance of Karma CBD Water highlights the power of collaboration between emerging businesses with distinct consumer value propositions within the ecosystem in which the three brands operate.
The brand, dubbed Karma CBD Water, uses broad spectrum CBD distillate sourced from Canadian cannabis giant Canopy Growth’s US hemp biomass.
“Beverages continue to fuel significant growth in the CBD category as consumers seek out familiar product formats,” said Tara Rozalowsky, vice president of beverages and edibles at Canopy Growth, adding that, “CBD-infused beverages deliver the calming mood management consumers are seeking without the downsides of less healthy alternatives”.
Rozalowsky added that the plan was to “create an innovative product that will resonate with consumers looking for the next evolution in premium infused waters”.
Constellation owns 38.6% of Canopy Growth, and acquired a minority stake in Karma Culture in 2019. Karma’s CBD Water lineup will be distributed through Constellation’s beer distribution network, which has helped the company become one of the fastest growing and the third largest beer company by volume in the US.
Karma CBD Water will feature patented Push Cap technology, meaning that before consuming the drink, consumers must push a cap to infuse the flavour and CBD into the bottled water. This purportedly protects the active cannabinoid constituents until seconds before consumption to ensure optimal potency.
“Karma’s patented cap assures the consumer of full potency CBD for a high-performance wellness beverage,” said CJ Rapp, chief executive officer of Karma Water. According to Rapp, few people understand that the active ingredients in pre-mixed drinks deteriorate, so the consumer is not getting the potency they think they are.
In contrast, the Karma Cap protects the active cannabinoid constituents until the consumer infuses them into the pristine water, transforming water into wellness. “Karma delivers on the promise of the optimum benefits of CBD and healthy hydration,” added Rapp.
Karma CBD Water will be available in five natural flavours: Cranberry Lime, Blueberry Yuzu, Blood Orange Papaya, Lavender Orange and Watermelon Dragonfruit.